PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN GOJEK DI KOTA JAKARTA TIMUR

Abstract

This research aims to determine the effect of service quality (X1) and customer satisfaction (X2) on customer loyalty (Y) of Gojek in East Jakarta. The number of respondents is 100 Gojek’s customers using purposive sampling method. The analysis used in this study is using SPSS (Statistical Packages For The Social Sciences) 23.0 for Windows software. The analysis technique uses multiple regression analysis with the least squares equation and hypothesis testing using t-statistics and F test to test the regression coefficients partially and simultaneously, validity test, reliability test, and classic assumption test which includes normality test, multicollinearity test, and heteroscedasticity test . The results showed that there was a significant positive effect between Service Quality on Customer Loyalty. There is a significant positive effect between Customer Satisfaction on Customer Loyalty. Together there is an influence between Service Quality and Customer Satisfaction on Customer Loyalty.