PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK LOYALITAS PELANGGAN PADA KONSUMEN JASA GOJEK DI YOGYAKARTA
Abstract
This study aims to analyze the influence of Service Quality Toward To Customer Satisfication In Shaping Customer Loyalty On Gojek Service Customer In Yogyakarta. Subjects in this study were consumers who user services Gojek in Yogyakarta. In this study a sample of 126 respondents selected by using purposive sampling method. The analysis tools used are Simple Linear Regression Analysis, Multiple Regression Analysis, , t Test, Path Analysis, and Test Sobel.
Based on the analysis that has been done to obtain the result that the Quality of Service have a positive and significant impact on Customer Satisfaction, then Quality of Service has a positive and significant impact on Customer Loyalty, then Customer Satisfaction has a positive and significant impact on Customer Loyalty, and Service Quality have positive and significant impact on Customer Loyalty indirectly, through Customer Satisfaction as an intervening variable.