The Influence of Service Quality and Brand Image on Loyalty Through Satisfaction Grab-Bike Customers in Bekasi City

Rahajeng Ariyani, Agus Riyanto, Efendi Efendi

Abstract


The purpose of this study was to determine and analyze the effect
of Service Quality and Brand Image on the loyalty of users of the
online Grab bike Ojek transportation service through customer
satisfaction as an intervening variable. The population in this study
was Grab bike users in the city of Bekasi, with 200 respondents.
This study uses non-probability sampling with SEM research
methods assisted by the LISREL version 8.8 program as a data
processing instrument. The results show that service quality and
brand image have a direct effect on customer satisfaction. Another
consequence of this study is that brand image has an indirect
impact on customer loyalty. Quality directly affects customer
loyalty through customer satisfaction and service, with customer
satisfaction as an intervening variable.


Keywords


Brand Image, Customer Satisfaction, Service Quality, Loyalty, SEM

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DOI: https://doi.org/10.31334/bijak.v18i2.1779

DOI (PDF): https://doi.org/10.31334/bijak.v18i2.1779.g854

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