LOYALITAS PELANGGAN PENGGUNA GOJEK DITINJAU DARI ASPEK KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN

Gojek online transportation is one of the latest transportation service innovations in the scope of mobilecommerce. Nowadays most people prefer to use online transportation such as Gojek to travel from one place to
another or just to deliver goods and food. This condition illustrates the role of service quality and customer
satisfaction is very important to grow and increase customer loyalty Gojek users. This study aims to determine
the contribution of service quality and customer satisfaction to shape customer satisfaction Gojek. In analyzing
data obtained from research objects using the servei model with a quantitative approach. The number of samples
used as respondents were 100 people. Analysis of the data used using the measurement model and SEM
structural model. The results of this study prove the quality of service has a positive but not significant effect on
customer loyalty. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty
Keywords: Service Quality, Consumer Satisfaction, Customer Loyalty, Gojek