The Consequence Of Price And Quality Of Service On Go-Ride Customer’s Loyalty By Way Of Customer’s Satisfaction As An Intervening Variable (Research On Go Ride’s Customers In Cakung)

Abstract

The purpose of the research is to verify the consequence of price, quality of service and customer’s satisfaction on consumer’s loyalty. This research verifies the consequence of price and quality of service partially, both direct and indirect customer satisfaction and customer loyalty, also the consequence of customer’s satisfaction on consumer’s loyalty as well as its role as an intervening variable. The phenomenon that occurs in the field is, the decline in Go-Jek's ranking on the 2018 Top Brand Index and overtaken by Grab after 2 consecutive years ranks 1. Based on the direct survey, complaints about price and quality of service have an impact on customer’s satisfaction and loyalty. Respondents in this thesis were Go-Ride consumers in the Cakung area involving 80 respondents. Sampling of research applying non-probability sampling and purposive sampling methods. The method of data analysis applied is path analysis. The results of this research indicate that price and consumer’s satisfaction directly affect consumer’s loyalty. The quality of service is not significant, but rather by way of customer’s satisfaction, it can only form customer’s loyalty. The conclusion of this research, price and quality of service partially affect consumer satisfaction, and price and customer satisfaction will partially directly increase the value of customer loyalty. While the quality of service must first consequence of customer’s satisfaction, then it can form customer’s loyalty.