PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN GRAB BIKE DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI KASUS PADA MAHASISWA SURABAYA TIMUR)

Abstract

This research aimed to find out the effect of service quality, price and customers’ satisfaction on customers’ loyalty. While, the research was quantitative. Moreover, it was also confirmatory research as it involved hypotheses and specific data sources. Furthermore, the population was 100 active students in East Surabaya. Additionally, the data analysis technique used PLS (Partial Least Square). According to the research result, it concluded service quality had positive and significant effect on customers’ satisfaction. Likewise, price had positive and significant effect on customers’ satisfaction. Meanwhile, service quality had positive but insignificant effect on customers’ loyalty. Similarl, price had positive but insignificant effect on customers’ loyalty. On the contrary, service quality had positive but indirect effect on customers’ loyalty through intervening of customers’ satisfaction. On the other hand, price had positive but indirect effect on customer’s loyalty with intervening of customers’ satisfaction.
Keywords: service quality, price, customers’ loyalty, Grab Bike, customers’ satisfaction