The Influence of Service Quality and Consumer Satisfaction on GrabBike Customer Loyalty in Depok City PENGARUH KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS PELANGGAN GRABBIKE DI KOTA DEPOK Section Articles

Abstract

Abstract. The purpose of this study was to partially and simultaneously test how service quality and customer satisfaction affect GrabBike customer loyalty in Depok City. A total of 116 respondents who were GrabBike service users were selected through purposive sampling procedure techniques. The technique in this study used quantitative methodology and survey approach. Using SPSS version 27 software, data was collected through questionnaires and multiple linear regression analysis was performed. The results of the study showed that partially service quality and customer satisfaction had a positive and significant effect on customer loyalty. Simultaneously, both independent variables had a significant effect on customer loyalty. The coefficient of determination showed that customer satisfaction had a greater impact on customer loyalty, compared to service quality. This study shows how important it is to improve service quality and customer satisfaction so that GrabBike users remain loyal in the face of competition from other online transportation providers.

Abstrak. Tujuan dari penelitian ini adalah untuk menguji secara parsial dan simultan bagaimana kualitas pelayanan dan kepuasan konsumen mempengaruhi loyalitas pelanggan GrabBike di Kota Depok. Sebanyak 116 responden pengguna layanan GrabBike yang dipilih melalui teknik prosedur purposive sampling. Teknik dalam penelitian ini menggunakan metodologi kuantitatif dan pendekatan survei. Dengan menggunakan perangkat lunak SPSS versi 27, data dikumpulkan melalui kuesioner dan dilakukan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial kualitas pelayanan dan kepuasan konsumen berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan. Secara simultan, kedua variabel independen berpengaruh signifikan terhadap loyalitas pelanggan. Koefisien determinasi menunjukkan bahwa kepuasan konsumen memiliki dampak yang lebih besar terhadap loyalitas pelanggan, dibanding dengan kualitas pelayanan. Penelitian ini menunjukkan betapa pentingnya meningkatkan kualitas pelayanan dan kepuasan konsumen agar pengguna GrabBike tetap loyal dalam menghadapi persaingan dari penyedia transportasi online lainnya.