Pengaruh Perceived Service Quality terhadap Customer Loyalty melalui Customer Satisfaction dan Customer Trust pada Pelanggan UberX di Surabaya
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived service quality terhadap customer loyalty, baik secara langsung maupun melalui mediasi dari customer satisfaction dan customer trust. Masalah yang dibahas dalam penelitian ini adalah customer loyalty pada pelanggan UberX di Surabaya. Objek penelitian adalah pengguna UberX di Surabaya. Sampel yang diambil sejumlah 200 responden. Metode penelitian yang digunakan adalah penelitian kuantitatif. Teknik yang digunakan dalam pengambilan sampel adalah judgement sampling. Teknik analisa yang digunakan adalah analisa deskriptif dan Structural Equation Modeling (SEM) dengan bantuan program SmartPLS. Hasil yang didapatkan pada penelitian ini membuktikan bahwa perceived service quality berpengaruh baik secara langsung dengan customer loyalty maupun secara tidak langsung melalui customer satisfaction dan customer trust. Meskipun berpengaruh secara langsung dan tidak langsung, namun hasil pada penelitian ini paling besar pengaruh dengan melalui hubungan secara tidak langsung yaitu melalui customer trust. Untuk meningkatkan customer loyalty pada pelanggan, UberX harus terlebih dahulu memberikan dan membangkitkan rasa percaya pada pelanggan dengan cara seperti memberikan pelatihan dan pembekalan terhadap driver Uber supaya mempunyai bentuk integritas terhadap pelanggan UberX.
Kata Kunci : Perceived Service Quality, Customer Satisfaction, Customer Trust, Customer Loyalty
The purpose of this study is to determine the influence of perceived service quality on customer loyalty, either directly or indirectly through the mediating effect of customer satisfaction and customer trust. This study discusses about customer loyalty on UberX’s customer in Surabaya . The object of the research is UberX users in Surabaya, with 200 respondents participated as the samples. This study uses quantitative method with judgement sampling as sampling method. The analysis techniques used are descriptive analysis and Structural Equation Modeling (SEM) using SmartPLS. The outcome of this study proves that perceived service quality really has impacts either to customer loyalty directly and indirectly through the mediating effect of customer satisfaction and customer trust. Even the impacts are both directly and indirectly, the biggest impacts on this study is through indirect way with customer trust. To gaining customer loyalty on customer, UberX should give and gain some trust on customer by giving some training and briefing to Uber driver and the result is Uber driver have some form of integrity to give to UberX’s customer.
Keywords : Perceived Service Quality, Customer Satisfaction, Customer Trust, Customer Loyalty
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