Pengaruh Kualitas Layanan dan Kepuasan Pelanggan Transportasi terhadap Loyalitas Pelanggan Gojek di Kota Palembang

Abstract

This study aims to determine the effect of Service Quality and Customer Satisfaction on Gojek Customer Loyalty in Palembang City which produces a positive impact. Service quality has a positive impact on customer satisfaction, and customer satisfaction positively influences Gojek customer loyalty in Palembang City. This study is based on several studies that have obtained negative and insignificant results from Service quality and customer satisfaction having an influence on increasing Gojek customer loyalty. This study used 100 respondents consisting of 37 women and 63 men from Palembang City and had used the Gojek application. Data collection was carried out through a questionnaire that assessed customer perceptions of service quality and their level of satisfaction. Furthermore, the analyzes used to test the relationship between the independent variables (service quality and customer satisfaction) with the dependent variable (customer loyalty). The data collection technique for this study used multiple linear regression techniques and several test tools used such as validity, reliability, normality, multicollinearity, heteroscedasticity and regression tests. The results of this study indicate that Service Quality and Customer Satisfaction as mediating variables have a positive and significant effect on Gojek Customer Loyalty in Palembang City.