Gojek Operational Efficiency Strategy Analysis: Impact Policy Restrictions Feature Economical To Satisfaction And Loyalty Consumer

Abstract

The paradigm shift in the global digital industry demands that technology companies shift from a capital-burning strategy to sustainable profitability. Gojek implements a structural operational efficiency strategy, one of which is through adjustments and limitations on the mechanisms of its "Save" service. This study aims to evaluate the impact of the policy of limiting the Save feature on consumer satisfaction and loyalty levels, particularly in the mass market segment with high price sensitivity. This study uses an explanatory quantitative method with a multifaceted platform strategic approach. Primary data was collected through an online survey. to 400 users active service economical Gojek in region urban Indonesia, The results were then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The analysis was calibrated with secondary data from the company's official 2025 performance report. The empirical test results indicate that structural compromises in the Save feature, such as extended wait times and order consolidation, partially reduce satisfaction metrics on the service responsiveness dimension. However, the variable of perceived price affordability acts as a strong mediator capable of compensating for this decline, resulting in increased consumer retention and loyalty. still stable. Consumer show level tolerance Which tall to efficiency mechanically as long as the economic price threshold remains maintained. In conclusion, transitioning from direct subsidy promotions to product modification-based operational efficiency is an effective strategy for maintaining market share while accelerating profitability. These findings provide managerial implications for digital platform players in designing user retention strategies without sacrificing the stability of operational profit margins.