Examining GOJEK Drivers' Loyalty: The Influence of GOJEK's Partnership Mechanism and Service Quality

The emerging ride-hailing services providing services to 60.7 million customers daily has, in aggregate, become a US$5,261 million industry in Indonesia. Such a flourishing industry is being overpowered by two companies, GOJEK and GRAB. Most research is focused on how to maintain and gain more customers in ride-hailing companies while forgetting that drivers are as essential as customers in the industry. This paper aims to understand GOJEK drivers' loyalty toward the company, by examining the role of partnership and service quality provided by GOJEK for them. The study uses a quantitative approach to 150 respondents and then analyze the data using PLS-SEM. The study shows that partnership has a significant influence on trust, service quality, and driver satisfaction towards the company. Meanwhile, trust and satisfaction have a significant direct effect on loyalty. Thus, to improve drivers' loyalty, GOJEK needs to strengthen its partnership with drivers and provide better service quality for them.