Pengaruh E-Service Quality terhadap Loyalitas Pelanggan Pengguna Gojek pada Generasi Milenial

Abstract

The Millennial generation is based on the birth cohorts 1980 to 2000. In this generation, digital technology began to develop in all areas of life and in different parts of the world. This affects competition and changes in the business world, including transportation. One of the online transportation companies in Indonesia it's Gojek. In today's world, every company strives to retain its customers. One of the factors that influence customer loyalty is e-service quality. The purpose of this study was to investigate the impact of e-service quality on customer loyalty among Gojek users from the Millennial generation. This study used quantitative methods and data analysis using simple linear regression analysis. Data collection was conducted by distributing Google forms to 180 individuals. Data collection used a Likert scale consisting of an e-service quality scale and a customer loyalty scale. The results of this study indicate that e-service quality has a significant impact on customer loyalty among Gojek users from the Millennial generation. This means that this study can extend the information about the impact of e-service quality on customer loyalty of Gojek users in the Millennials generation.