PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DIMEDIASI CUSTOMER SATISFACTION PADA GRAB RIDE-HAILING

Chiquita Putri Riyadini, . (2025) PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DIMEDIASI CUSTOMER SATISFACTION PADA GRAB RIDE-HAILING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid growth of online ride-hailing services has intensified competition among providers. Within this context, Grab ride-hailing continues to face challenges in delivering service experiences that meet customers expectations and in handling complaints responsively, making efforts to strengthen customer loyalty increasingly important. This study employs a quantitative approach to examine and verify the effects of service quality and brand image on customer loyalty, both directly and indirectly through customer satisfaction as a mediating variable. Primary data were collected through a questionnaire administered to Grab ride-hailing users who are active in the Greater Jakarta area (Jabodetabek) and are at least 18 years old. Data analysis was conducted using SmartPLS 4.0 with descriptive and inferential procedures, including hypothesis testing through bootstrapping and mediation analysis. The findings indicate that service quality does not have a direct effect on customer loyalty, whereas brand image and customer satisfaction influence customer loyalty. In addition, customer satisfaction mediates the relationships between service quality and customer loyalty, as well as between brand image and customer loyalty. These results suggest that enhancing loyalty depends not only on improving service quality in a direct manner, but also on strengthening customer satisfaction and brand image.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111076] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Dienni Ruhjatini Sholihah] [Ketua Penguji: Miguna Astuti]
Uncontrolled Keywords: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: CHIQUITA PUTRI RIYADINI
Date Deposited: 25 Mar 2026 03:07
Last Modified: 25 Mar 2026 03:07
URI: http://repository.upnvj.ac.id/id/eprint/41194

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