The Effect Of Marketing Personalization And Customer Trust On Customer Loyalty At Gojek Indonesia

Authors

  • Ummu Salmah Tanjung Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra
  • Endang Sulistya Rini Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra
  • Fadli Fadli Postgraduate Study Program in Management Science, Faculty of Economics and Business, University of North Sumatra

Keywords:

Marketing Personalization, Customer Trust, Customer Loyalty, Gojek, Digital Applications

Abstract

This study aims to analyze the influence of marketing personalization and customer trust on customer loyalty on the Gojek Indonesia platform. Competition in the ride-hailing and super-app industries in Indonesia is increasingly fierce, making customer loyalty a critical factor for business success. The research method used is quantitative with a survey approach. The research sample consisted of 150 active Gojek user respondents in Medan City selected through a purposive sampling technique. Data were collected using a structured questionnaire based on a 5-point Likert scale and analyzed using multiple linear regression analysis with the help of SPSS 26 software. The results showed that marketing personalization had a positive and significant effect on customer loyalty (β = 0.412; p < 0.05), customer trust had a positive and significant effect on customer loyalty (β = 0.387; p < 0.05), and both variables simultaneously influenced customer loyalty with an R² value of 0.631. These findings indicate that an appropriate marketing personalization strategy and strengthening customer trust are determinants in building customer loyalty in the digital ecosystem.

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Published

2026-06-17

How to Cite

Tanjung, U. S., Rini, E. S. ., & Fadli, F. (2026). The Effect Of Marketing Personalization And Customer Trust On Customer Loyalty At Gojek Indonesia . DAS CONFERENCE INTERNATIONAL SERIES, 4, 202–206. Retrieved from https://journal.das-institute.com/index.php/proceeding/article/view/1422

Issue

Vol. 4 (2026): Proceeding International Conference on Global Economic Dynamics

Section

Articles Proceeding

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Copyright (c) 2026 Ummu Salmah Tanjung, Endang Sulistya Rini, Fadli Fadli

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