Pengaruh Kualitas Pelayanan dan Kepuasan Konsumen terhadap Loyalitas Pelanggan (Studi Kasus pada Pelanggan Go-Jek di Semarang)

Abstract

Go-Jek is a new start up company with a very significant development. But it has not yet been able to satisfy
customers. The fact is evident from the high consumer complaints at the company.
The purpose of doing research is to know the influence of service quality on customer loyalty through
customer satisfaction Go-Jek in Semarang. The sample in this study amounted to 100 respondents using
purposive sampling method. Analysis of the data in this study using a test validity, reliability, linear regression
analysis, significance test and determination with SPSS 23. The influence of mediation evidenced by Sobel
method and path analysis. The result of this study indicate that (a) service quality significantly influence to
customer satisfaction. (b) Service quality significantly influence to customer loyalty. (c) Customer satisfaction
significantly influence to customer loyalty. (d) Service quality significantly infuence to customer loyalty through
customer satisfaction. The suggestions for improving service quality on the dimensions of responsiveness and
assurance to improve customer satisfaction and maintain customer loyalty.