ANALISIS PENGARUH PERSEPSI KUALITAS LAYANAN, PERSEPSI KEWAJARAN HARGA, KOMITMEN, KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN

Abstract

ABSTRACT The development of the times is getting faster with the emergence of technology that has an impact on lifestyle changes and the ease of obtaining needs. This change of era, followed by various companies to the community in order to be able to adapt to the current era, such as the increasingly rapid development of transportation modes. Moreover, people who currently want to be fast, reliable, and at an affordable price, the presence of Grab Indonesia is the answer by the Indonesian people to be able to take advantage of the features and services provided by the company so that people can carry out activities and get what is expected. This is certainly a challenge for Grab Indonesia to be able to provide the best service to consumers so that later consumers do not hesitate to be loyal to Grab Indonesia. This study aims to determine how the effect of perceived service quality, price fairness, commitment, customer satisfaction, on customer loyalty. In the research conducted, commitment as moderation to find out how it affects the variables that have been described. A total of 200 respondents who are Grab consumers in Semarang City were sampled in this study. The data collected comes from respondents' answers through a questionnaire that has been distributed consisting of 25 closed questions and processed using the Structual Equation Modeling Analysis Moment of Structural (SEM AMOS) method. Based on the results of the research that has been conducted, it shows that Service Quality, Price Fairness, has a positive effect on customer satisfaction. And on the other hand, customer satisfaction has a positive and significant effect on customer loyalty until commitment moderates between customer satisfaction and customer loyalty. It is hoped that from the research results the managerial implications in this study can be suggestions and improvements for Grab Indonesia to be able to increase customer loyalty