THE EFFECT OF PROMOTION, INFORMATION QUALITY AND SERVICE QUALITY ON COSTUMER LOYALTY THROUGH CUSTOMER SATISFACTION ON GRAB USERS IN JAKARTA 2022

Zefanya Bianca Tanasale, Nadirah Indah Syamsiati, Marthaleina Ruminda S., Didit Antony

Abstract


Customer loyalty to Grab can be influenced by promotion, information quality, service quality, and customer satisfaction. Customer loyalty in the long term is created because of customer satisfaction. This study aims to examine the relationship between promotion, information quality, service quality and consumer satisfaction through customer satisfaction of Grab users in Jakarta. A sampling of 160 respondents was obtained using a random sampling technique. The research used quantitative descriptive method with the research instrument in the form of a questionnaire. Data analysis was done using SEM-PLS with SmartPLS 3 application. From the research that has been done, the results obtained are the relationships between the information quality with customer satisfaction, service quality with customer loyalty, customer satisfaction with customer loyalty, promotion with customer loyalty through customer satisfaction. It also shows a positive and significant effect on service quality with customer loyalty through customer satisfaction. However, a positive but not significant effect is found on promotion with customer satisfaction and information quality with customer loyalty.


Keywords


customer loyalty, customer satisfaction, information quality, promotion, service quality.

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DOI: https://doi.org/10.25292/atlr.v5i0.538

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