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All Journal Jurnal Transformasi Bisnis Digital
Sandy Cahyo Utomo Ilham
Universitas Pandanaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Gojek di Kota Semarang Sandy Cahyo Utomo Ilham; Dyah Ika Kirana Jalantina; Leonardo Budi Hasiholan
Jurnal Transformasi Bisnis Digital Vol. 3 No. 4 (2026): Juli: Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i4.1697

Abstract

This study aims to analyze the effects of service quality and trust on customer loyalty, with customer satisfaction serving as an intervening variable among Gojek users in Semarang City. A quantitative research approach was employed using a survey method. The sample comprised 100 respondents selected through purposive sampling, with the criterion that respondents had used Gojek services more than three times. Data were collected through a questionnaire using a five-point Likert scale and analyzed using SPSS with multiple linear regression and the Sobel test. The results indicate that service quality has a positive and significant effect on customer satisfaction (t = 2.669; p = 0.009), while trust also has a positive and significant effect on customer satisfaction (t = 7.307; p < 0.001). Furthermore, service quality, trust, and customer satisfaction have positive and significant effects on customer loyalty, with t values of 2.130 (p = 0.036), 2.683 (p = 0.009), and 4.361 (p < 0.001), respectively. The Sobel test confirms that customer satisfaction significantly mediates the effects of service quality and trust on customer loyalty. These findings suggest that Gojek should continuously improve service quality and strengthen customer trust to enhance satisfaction and build sustainable customer loyalty.
Co-Authors Dyah Ika Kirana Jalantina Leonardo Budi Hasiholan