PENGARUH KEPERCAYAAN PELANGGAN (CUSTOMER TRUST) DAN RAGAM JASA TERHADAP LOYALITAS PELANGGAN DENGAN KUALITAS PELAYANAN DAN PROMOSI SEBAGAI VARIABEL MODERATING (STUDI KASUS PADA KONSUMEN JASA GO-JEK KOTA SEMARANG)
Daftar Isi:
- In the current global era of transportation is an important part of human life needs to support their daily activities. It is necessary for the transport that is fast, safe and comfortable, but still the poor quality of public transportation in almost all major cities in Indonesia makes people look for alternative transportation. With the presence of several transportation servicesproviders based online applications, making consumers more freedom to make choices, it also makes the transportation service providers based online applications to compete the race in attracting customers, it is forcing them to continue to innovate in order to not be left behind by customers. A company oftransportation servicesproviders based online applicationsneeds to know how to retain existing customers so loyal to them. This study aims to develop a model to increase customer loyalty through increased customer trust and variety of service, through quality of services and promotion as a moderating variable in transportation servicesbased on onlineapplication Go-jek. In this study, the populations are all consumers of Go-jek in Semarang City. The sample in this study is that consumers on the campus and on the company employees. The size of the sample used in this study was 100 respondents. The method used in the selection of the sample used is purposive sampling and the sampling technique used was proportional sampling. While the analytical techniques used in this study uses the concept of Structural Equation Modeling (SEM) programs Partial Least Square (PLS). These results indicate that customer trust is a significant positive effect on customer loyalty, as well as servicesvariety is significant positive effect on customer loyalty.Customer trust is moderated by service quality is a significant positive effect on customer loyalty, customer trust are moderated by the promotion also significant positive effect on customer loyalty.Furthermoreservicesvariety that are moderated by the servicequality are significant positive effect on customer loyalty, but the promotion can’t moderate (strengthen) the effect of servicesvariety to customer loyalty. Keywords: Customer Trust, Service Variety, Service Quality, Promotion, Customer Loyality, Go-jek