ANALISIS PENGARUH KEMUDAHAN PENGGUNAAN, KUALITAS LAYANAN, DAN PERSEPSI MANFAAT TERHADAP LOYALITAS PENGGUNA DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Aplikasi Grab di Kota Semarang)

Abstract

ABSTRACT
The need for online transportation service applications is currently very high. Now
consumers can easily order all their needs and desires such as traveling, ordering food,
sending goods/packages and others via online using the ride-hailing application. Indonesia
is the largest user of ride-hailing applications service in the world. A total of21.7 million
people in Indonesia use ride-hailing services based on a report from We Are Social 2020-
Digital 2020 Indonesia as of January 2020. Grab and Gojek are commonly known in
Indonesia as the top two online transportation services. The competition between the two
ride-hailing applications is very tight. In the Southeast Asian region, Grab dominates the
ride-hailing app market. But as time goes by in Indonesia, Gojek looks dominating more
than Grab. This is due to a decrease in the number of users andthe loyalty of Grab
application users since their ride-hailing application competitor, Gojek, was released and
operating in Indonesia.
This study aims to analyze the effect of ease of use, service quality and perceived
benefits on customer loyalty withthe role of customer satisfaction as an intermediate
variable on the object of Grab application users in Semarang City. The number of samples
used is 130 respondents with the criteria that respondents are domiciled or currently living
in the city of Semarang and have used the Grab application in the last 3 months (June-
August 2021). This study uses the Structural Equation Model (SEM) analysis method with
AMOS as a data processing tool.
The results of this study indicate that ease of use, service quality, perceived usefulness
and customer satisfaction have a positive and significant effect on customer loyalty.