This study aims analyze the effect of service quality and brand trust on loyalty and the intervening role of customer satisfaction in transportation services like Go-Ride of Go-Jek in Palembang city. Questionnaires were distributed to target respondents. Using a purposive sampling technique, a total of 100 respondents were obtained. Analysis was performed using Structural Equation Modeling (SEM). The result proved that service quality and brand trust had a significant effect on loyalty through customer satisfaction. It is suggested that the Go-Ride of Go-Jek management conduct a survey to determine the needs of the desired customer and provide promotions related to the desired needs. Further research on pricing policy and word of mouth may be necessary.
Yuni Adinda Putri, Zakaria Wahab, Muchsin Saggaff Shihab (2018); The effect of service quality and brand trust on loyalty and the intervening role of customer satisfaction in transportation service; International Journal of Scientific and Research Publications (IJSRP)
8(7) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.8.7.2018.p7959