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All Journal Empowerment : Jurnal Pengabdian Masyarakat eCo-Buss Jurnal Ilmiah Manajemen Kesatuan Jurnal Berdaya Mandiri Jurnal Dharma Bhakti Ekuitas AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal Of Human And Education (JAHE) Jurnal Manajemen Jurnal Manajemen Bisnis dan Organisasi Jurnal Umum Pengabdian Masyarakat (JUPEMAS) Journal of Management Practices, Humanities and Social Sciences Jurnal Cendekia Ilmiah
Yudistria, Yuyus
Universitas Esa Unggul
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Pengaruh Lifestyle dan Brand Image terhadap Customer Loyalty melalui Peningkatan Customer Satisfaction pada Layanan Tranportasi Online Nur Ainiyyah; Yuyus Yudistria
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i3.2390

Abstract

Online transportation services in Jakarta have experienced rapid growth, leading to increased competition among transportation providers; therefore, companies are required to have effective strategies to maintain customer loyalty. This study aims to analyze the impact of lifestyle and brand image on customer loyalty, with customer satisfaction serving as a mediating variable, among Gojek users in Jakarta. The researcher used a quantitative approach with questionnaire data collected from 120 respondents through targeted sampling. Gojek users were aged 18 to 40 years old and had used Gojek services at least three times in the past six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that lifestyle and brand image have a positive and significant influence on customer satisfaction and loyalty. The study also shows that customer satisfaction acts as a mediating variable in the influence of lifestyle and brand image on customer loyalty, indicating the importance of tailoring services to users’ lifestyles and maintaining a strong brand image. This study has both theoretical and practical implications; theoretically, it contributes to the development of research in digital marketing and consumer behavior, while practically, it provides insights for Gojek in developing strategies to enhance customer satisfaction and customer loyalty.
Co-Authors Abdul Haeba Ramli Andi Abdul Razak Munir Andriana, Isni Atty Tri Juniarti Ayi Tejaningrum Beny Witjaksono Daman Huri Deddy Rusyandi Fadli, Jul Aidil Fatrisia, Mixilia Embun Ika Baskara Jazi Munjazi Luluh Abdilah Luluh Abdilah Kurniawan Muhammad Asdar Mutia Tri Satya Mutia Tri Satya Natalia Natalia Natasya Aprilia Ningrum Nova Rina Nur Ainiyyah Patrick Kevin Aritonang Primian, Ina Rhian Indradewa Rina, Nova Roza Aulia Abidin Shafa Anesta, Mutiara Suhaily Shahimi Sutawijaya, Ahmad Hidayat Winter Lumban Tobing, Jepry