Mediasi Kepuasan Pelanggan atas Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Pelanggan (Studi Kasus Pelanggan Grabbike)

Authors

  • La Ode Baladin Ilmu Ekonomi, Universitas Halu Oleo, Indonesia
  • Try Sugiyarto Soeparyanto Fakultas Teknik, Universitas Halu Oleo, Indonesia
  • Rezki Fidmasari Fakultas Teknik, Universitas Halu Oleo, Indonesia
  • Maudhy Satyadharma Dinas Perhubungan Provinsi Sulawesi Tenggara, Indonesia
  • Hado Fakultas Teknik, Universitas Sulawesi Tenggara, Indonesia

DOI:

https://doi.org/10.31940/jbk.v21i1.33-42

Keywords:

client allegiance, client satisfaction, cost, service quality, online motorbike taxi

Abstract

This study aims to test and analyze the mediating role of customer satisfaction on customer loyalty in the context of Grabbike services in Kendari City. This study is important for application providers, especially in responding to the challenges of online transportation competition, especially online motorcycle taxis. In addition, for the government, this study is an input in formulating urban transportation planning based on community needs. This study involved a population of 160 respondents who used Grabbike services in Kendari City. and used the Structural Equation Model (SEM) to test the hypothesis. The results showed that service quality has a positive and significant effect on customer loyalty and satisfaction. In addition, customer satisfaction is proven to have an effect on loyalty, while price does not have a significant impact.

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Published

31-03-2025

How to Cite

Baladin, L. O., Soeparyanto, T. S., Fidmasari, R., Satyadharma, M., & Hado. (2025). Mediasi Kepuasan Pelanggan atas Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Pelanggan (Studi Kasus Pelanggan Grabbike). Jurnal Bisnis Dan Kewirausahaan, 21(1), 33–42. https://doi.org/10.31940/jbk.v21i1.33-42

Issue

Vol. 21 No. 1 (2025): JBK-Jurnal Bisnis dan Kewirausahaan

Section

Articles

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