Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust On Consumer Loyalty

This research aims to test the influence of services quality, price, and consumer trust in the consumer loyalty of user-based transport
applications (Go-Jek), case studies on students of STIE Sultan Agung Pematangsiantar with consumers satisfaction as mediation variables. The number
of samples in this study was as many as 322 students acquired through non-probability sampling techniques by the purposive sampling method. The
instrument used is an online questionnaire that is shared through social media and chat apps in the form of links. The test tool uses SEM analysis with
the help of AMOS software. The results of the research and the hypothesis test show that variable price and consumer trust have a positive and
significant impact on consumer loyalty. Furthermore, service quality variables are negatively influential and insignificant towards consumer loyalty.
Consumer satisfaction variables are a variable of mediation between service quality relationships and consumer trust in consumer loyalty. Furthermore,
consumer satisfaction is not able to do the price relationship to customer loyalty. The empirical findings indicate that to increase customer satisfaction
and loyalty. The Go-Jek company should pay attention to the supporting factors in the selection of transportation services for consumers, such as service
quality, price, and consumer trust. In the aspect of service quality, Go-Jek company need to design a sophisticated system as an effort to integrate the
identity of Go-Jek service users with attention to consumer convenience procedures. Furthermore, the company should still maintain an existing pricing
system and to maintain the trust of consumers should review the driver's hiring mechanism as a partner.