CUSTOMER SATISFACTION MODERATES EXPERIENTIAL MARKETING ON GRAB-BIKE USER LOYALTY
DOI:
https://doi.org/10.31000/dmj.v10i2.16209Abstract
Intense competition in the online transportation industry requires companies to create unique customer experiences, particularly through experiential marketing. GrabBike, as a leading service provider in Tangerang City, faces significant challenges in maintaining customer loyalty. This study aims to examine the effect of experiential marketing on customer loyalty with customer satisfaction as a moderating variable among GrabBike users. A quantitative approach with a descriptive-associative design was employed. The sample comprised 100 respondents selected through purposive sampling, and the data were analyzed using SmartPLS 4.0. The results indicate that experiential marketing significantly affects customer satisfaction but does not directly affect customer loyalty. However, customer satisfaction significantly affects loyalty, and experiential marketing does so through customer satisfaction as a moderating variable. This study contributes theoretically by clarifying the role of customer satisfaction as a moderator rather than a mediator—in the experiential marketing-loyalty relationship, an area rarely explored in the online transportation context. The novelty lies in revealing that satisfaction strengthens the indirect effect of experiential marketing on loyalty, offering a nuanced understanding of their interrelationship. Practically, these findings provide strategic insights for GrabBike management to prioritize satisfaction-driven experiential marketing. Methodologically, this study demonstrates the application of SmartPLS to test moderating effects in a non-linear service setting, specifically among GrabBike users in Tangerang, an emerging urban market.
References
Annur, C. M., Sari, D. P., & Wijaya, A. (2024). Price, brand image, and promotion's impact on online transportation customers loyalty. Jurnal Manajemen Transportasi & Logistik, 11(2), 145-158.
Aryandha, P. N., Nugroho, C. S., Sudaryana, A., Zalzalah, G. G., & Putranti, L. (2025). Customer satisfaction as a mediator of experiential marketing, perceived quality, and perceived value toward customer loyalty. Journal of Business Management IB, 4(2). https://doi.org/10.14421/jbmib.2025.0402-02
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Bennett, R., Härtel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting. Industrial Marketing Management, 34(1), 97-107. https://doi.org/10.1016/j.indmarman.2004.08.003
Febrianto, H. G., Mikrad, Fitriana, A. I., Karim, A., Hakim, L., & Priharta, H. (2026). CEO duality, digital governance, and environmental, social, governance: Innovation-driven firm value in the digital era. Corporate Governance and Sustainability Review, 10(2), 56–65. https://doi.org/10.22495/cgsrv10i2p5
Fitri, E. A., & Barusman, A. R. P. (2025). The influence of experiential marketing and social media on customer loyalty with repurchase intention as a moderating variable on the Lafiye Hijab brand. The Eastasouth Management and Business, 3(3), 571-584. https://doi.org/10.58812/esmb.v3i03.445
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hikaru, D., Purba, J. T., Budiono, S., Rajagukguk, W., & Adirinekso, G. P. (2021). Measurement of brand image, price, promotion, ease of use and satisfaction to customer loyalty of online transportation in urban area. In Proceedings of the International Conference on Industrial Engineering and Operations Management (pp. 1243-1254). IEOM Society International.
Hussein, A. S., & Hapsari, R. (2021). The impact of interactivity, perceived effectiveness, trust, and experiential marketing on online transportation customer loyalty. Jurnal Manajemen Teori dan Terapan, 14(3), 324-345.
Hutabarat, W. M. S., & Prabawani, B. (2020). Pengaruh experiential marketing dan sales promotion terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada pelanggan Go-Ride Semarang. Jurnal Ilmu Administrasi Bisnis, 9(2), 1-10.
International Journal of Lisrel. (2010). The empirical study of the relation among experiential marketing, customer satisfaction, and customer loyalty: The moderating and mediating effect of product involvement. International Journal of Lisrel, 3(1), 15-30.
Jaiswal, S., & Singh, A. (2020). Influence of the determinants of online customer experience on online customer satisfaction. Paradigm, 24(1), 41-55.
Juniarty, Supratikno, H., Pramono, R., & Antonio, F. (2025). When mothers click 'order': Unpacking the emotional and rational drivers behind online food shopping in Indonesia. Journal of Information Systems Engineering and Management, 10(3).
Muflihah, R., Zusrony, E., & Kusumo, H. (2025). Mediation analysis of customer satisfaction in the relationship between experiential marketing and customer loyalty of the Gojek application in Semarang. International Journal of Economics, Business and Accounting Research, 9(3). https://doi.org/10.29040/ijebar.v9i3.18291
Ningrum, S. S., Mardhiyah, A., & Simanjorang, F. (2025). Pengaruh penerapan experiential marketing strategy dan kepuasan pelanggan terhadap loyalitas pelanggan (Studi pada pelanggan Junction Cafe Medan). Journal Business Administration: Entrepreneurship and Creative Industry, 1(2), 62-75. https://doi.org/10.32734/jba.v1i2.9557
Nurahma, S. (2024). Pengaruh experiential marketing dan customer value terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening. PERMANA: Jurnal Perpajakan, Manajemen, dan Akuntansi.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Pambudi, J. E., Sunaryo, D., Fitriana, A. I., & Febrianto, H. G. (2026). Can institutional investors shape tax efficiency? Evidence from green accounting, capital intensity, and deferred tax strategies in emerging markets. Corporate and Business Strategy Review, 7(2), 16–24. https://doi.org/10.22495/cbsrv7i2art2
Pramudita, A. S. (2025). The influence of pick-up time on customer satisfaction in ride-hailing platforms. Jurnal Logistik, 15(1). https://doi.org/10.46369/logistik.v15i1.4225
Ramadhan, A. S., & Chastello, I. (2015). The effect of experiential marketing moderated by customer loyalty on customer satisfaction at premium supermarkets in Jakarta. Advanced Science Letters, 21(4), 885-889.
Rana, M. M., Siddiqee, M. S., & Uddin, M. A. (2025). The service quality imperative: Sustaining ridesharing adoption in the developing world. Research in Transportation Business & Management, 54, 101289. https://doi.org/10.1016/j.rtbm.2025.101289
Ricardianto, P., Ikhsan, R. B., Suryobuwono, A. A., Setiawan, E. B., Raharjo, E. P., Rahandi, R., & Cahyadi, D. (2024). What makes consumers attitudinal loyalty on ride-hailing services? Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100306. https://doi.org/10.1016/j.joitmc.2024.100306
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. SmartPLS. https://www.smartpls.com
Safitri, I. (2025). Model peningkatan loyalitas pelanggan jasa transportasi Grab: Studi kasus Gen Z di Kota Semarang [Skripsi sarjana, Universitas Islam Sultan Agung Semarang].
Saputri, & Kurniasih. (2020). Experiential marketing: A review of its relation to customer satisfaction in online transportation study of Go-Jek company. In Proceedings of the International Conference on Business and Management. Taylor & Francis.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
Singh, A., Patel, A. K., Jaiswal, S., Duhan, P., & Singh, V. K. (2024). Brand equity determinants and ecologically conscious consumer behavior in ridesharing: Serial mediation and moderation analysis. Management of Environmental Quality: An International Journal, 35(1), 119-138.
Slamet, R., & Nainggolan, B. (2024). Metode penelitian kuantitatif dengan pendekatan SmartPLS 4.0. Deepublish.
Suryawardana, H., & Fauzi, A. (2024). The influence of the ride hailing apps loyalty program on customer loyalty: A case study in Indonesia. Transportation Research Interdisciplinary Perspectives, 26, 101141. https://doi.org/10.1016/j.trip.2024.101141
Yanti, A. R., Kueain, B. C. D., Faridah, U. F., & Suharyanto, S. (2025). Pengaruh digital marketing dan kualitas layanan terhadap loyalitas konsumen pada aplikasi Grab. Jurnal Ekonomi dan Sistem Informasi, 6(2). https://doi.org/10.36985/xxbvzh24
Downloads
Published
Issue
Section
License
The author submits the manuscript with the understanding that if it is accepted for publication, the copyright of the article will be granted to the Dynamic Management Journal (DMJ), Management Study Program, Faculty of Economics and Business, University Of Muhammadiyah Tangerang, Indonesia as the publisher of the journal
Dynamic Management Journal (DMJ) first publication rights with works licensed simultaneously under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) which allows others to share (copy and redistribute material in the media or any format) and adapt (remix, modify, and build upon material) the work for any purpose, even commercially with acknowledgment of the work's authorship and initial publication in Dynamic Management Journal (DMJ). Authors may enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal published version of the work (for example, posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in the Dynamic Management Journal (DMJ). Authors are permitted and encouraged to post their work online (for example, in an institutional repository or on their website) prior to and during the submission process, as this can lead to productive exchanges, as well as earlier and larger citations of published work (See The Effect of Open Access).
