Analysis Of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price And Consumer Trust On Consumer Loyalty

摘要

This research aims to test the influence of services quality, price, and consumer trust in the consumer loyalty of user-based transport applications (Go-Jek), case studies on students of STIE Sultan Agung Pematangsiantar with consumers satisfaction as mediation variables. The number of samples in this study was as many as 322 students acquired through non-probability sampling techniques by the purposive sampling method. The instrument used is an online questionnaire that is shared through social media and chat apps in the form of links. The test tool uses SEM analysis with the help of AMOS software. The results of the research and the hypothesis test show that variable price and consumer trust have a positive and significant impact on consumer loyalty. Furthermore, service quality variables are negatively influential and insignificant towards consumer loyalty. Consumer satisfaction variables are a variable of mediation between service quality relationships and consumer trust in consumer loyalty. Furthermore, consumer satisfaction is not able to do the price relationship to customer loyalty. The empirical findings indicate that to increase customer satisfaction and loyalty. The Go-Jek company should pay attention to the supporting factors in the selection of transportation services for consumers, such as service quality, price, and consumer trust. In the aspect of service quality, Go-Jek company need to design a sophisticated system as an effort to integrate the identity of Go-Jek service users with attention to consumer convenience procedures. Furthermore, the company should still maintain an existing pricing system and to maintain the trust of consumers should review the driver's hiring mechanism as a partner.