Pengaruh E-Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Pengguna Jasa Grab di Kota Medan

Abstract

Online-based transportation services are a solution for urban communities, especially in big cities. Online transportation provides services to consumers by combining the real benefits of technology and taxis. Where customer satisfaction and loyalty can be measured by the frequency with which consumers use transportation services as a tool for mobility. Grab is an online transportation service company that controls the online transportation market in Indonesia. Grab offers various features in its application by empowering its partners. This study aimed to determine and analyze the effect of e-service quality on customer loyalty through customer satisfaction with Grab service users in Medan City. The data analysis technique used in the study was the path analysis technique with the analysis tool using SPSS version 23. The sample of this study was 100 residents of Madras Hulu. E-Service Quality positively and significantly affects customer satisfaction with Grab Service Users in Medan City. E-service quality positively and significantly affects customer loyalty to Grab service users in Medan City. Customer satisfaction positively and significantly affects customer loyalty for Grab service users in Medan City. E-service quality affects customer loyalty through customer satisfaction with Grab service users in Medan City. Customer satisfaction functions as an intervening variable in testing the effect of e-service quality on customer loyalty for Grab Service Users in Medan City.