Analyze Between Service Quality to Customer Loyalty with Brand Trust at “Gojek”

Abstract

Technological transformation is a stimulant for the emergence of new ways of life in society. One of the things we know today is “Gojek” (Online transportation System), which is one of the initiators of technology companies in the Indonesian transportation sector. Until now, “Gojek” has become an alternative for the community to mobilize locally. As a technology company engaged in transformation that combines technological features, the services provided by “Gojek” give customers with more effective and efficient choices. The quality of this service will be a consideration and stimulant for customers whether they will use “Gojek” continuously. But on the other hand, “Gojek's” services with technology and digitalization that they have also have the opportunity to create threats to the security and comfort felt by customers. Customers who feel safe and comfortable using “Gojek” services will trust “Gojek”, so they will consistently use “Gojek” services. So that customer trust in the “Gojek” brand is a customer consideration to be loyal to “Gojek.” The purpose of this is to examined the effect of service quality on customer loyalty with brand trust as a variable of mediation at customer Go-Jek. Used multiple regression analysis for mediation on 120 respondents who have been determined using non probability sampling technique as a method of sampling by using questionnaires for data collection. The result of this research revealed that there is an effect between service quality towards brand trust, brand trust has an effect between towards customer loyalty, service quality an effect between towards customer loyalty at the level of significant 5%, and service quality have positive and significant influence to customer loyalty with brand trust as mediation variable.