THE EFFECT OF SERVICE QUALITY, SERVICE RECOVERY, AND BRAND IMAGE ON RIDERSHIP LOYALTY MEDIATED BY RIDER SATISFACTION (STUDY ON MRT JAKARTA PASSENGERS)
DOI:
https://doi.org/10.24191/mjoc.v8i1.20480Keywords:
Brand Image, Ridership Loyalty, Rider Satisfaction, Service QualityAbstract
This study aims to determine the effect of service quality, service recovery, and brand image on ridership loyalty through rider satisfaction among MRT Jakarta users. The analytical technique used in this research was descriptive quantitative analysis with data analysis techniques using SmartPLS software version 3.2.9. Data was collected by distributing questionnaires via google form to 125 respondents. Data testing included measurement models (outer models), structural models (inner models), and mediation tests. The results show that service quality has a positive and significant effect on rider satisfaction, Service recovery has a positive and significant effect on rider satisfaction and, brand image has a positive and significant effect on rider satisfaction. Meanwhile, rider satisfaction has a positive and significant effect on ridership loyalty and, service quality has a positive and significant effect on ridership loyalty, Service recovery has a positive and significant effect on ridership loyalty, while the brand image has a positive and significant effect on ridership loyalty. Furthermore, service quality has indirect influence on ridership loyalty through rider satisfaction, service recovery has indirect effect on ridership loyalty through rider satisfaction, as well as the brand image has a direct effect on ridership loyalty through rider satisfaction.
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