<![CDATA[This study investigates the effects of service quality, price, and digital promotion on customer loyalty, with customer satisfaction serving as a mediating variable among students using online transportation services in Probolinggo City, Indonesia. A quantitative research approach was employed using an explanatory research design. Data were collected from 158 respondents through a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings reveal that service quality, price, and digital promotion each have a positive and significant effect on customer satisfaction. Furthermore, these three variables also have significant positive direct effects on customer loyalty. Among them, digital promotion demonstrates the strongest influence on customer loyalty, indicating that promotional strategies implemented through digital platforms play a crucial role in retaining student users. However, customer satisfaction does not significantly affect customer loyalty, indicating that it does not mediate the relationships between service quality, price, digital promotion, and customer loyalty. These findings suggest that students' loyalty toward online transportation services is influenced more by functional and marketing-related factors than by satisfaction alone. This study contributes to the service marketing literature by providing empirical evidence regarding the determinants of customer loyalty in the online transportation sector and offers practical implications for service providers in developing effective service quality, pricing, and digital marketing strategies.]]>
Copyrights © 2026
