The Influence of Service Quality and Brand Image on Loyalty Through Satisfaction Grab-Bike Customers in Bekasi City

Abstract

The purpose of this study was to determine and analyze the effectof Service Quality and Brand Image on the loyalty of users of theonline Grab bike Ojek transportation service through customersatisfaction as an intervening variable. The population in this studywas Grab bike users in the city of Bekasi, with 200 respondents.This study uses non-probability sampling with SEM researchmethods assisted by the LISREL version 8.8 program as a dataprocessing instrument. The results show that service quality andbrand image have a direct effect on customer satisfaction. Anotherconsequence of this study is that brand image has an indirectimpact on customer loyalty. Quality directly affects customerloyalty through customer satisfaction and service, with customersatisfaction as an intervening variable.

Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi

“…Hasil penelitian ini didukung oleh Ariyani & Riyanto, (2021), hasil penelitian menemukan bahwa brand image berpengaruh langsung terhadap kepuasan konsumen. Martin, (2021), hasil penelitian menunjukkan bahwa brand image berpengaruh signifikan terhadap kepuasan.…”