PERILAKU MASYARAKAT DALAM MENGGUNAKAN JASA OJEK ONLINE DI INDONESIA [SOCIETY BEHAVIOR IN USING ONLINE OJEK SERVICES IN INDONESIA]

Abstract

There have been studies on the effects of some elements on customer satisfaction and loyalty; however, there is a scarcity of studies that investigate the combined effects of the former variables on the latter variables. Therefore, this study aimed to investigate the effect of service quality, trust, and risk perception on satisfaction; the effect of service quality, trust in risk perception, and satisfaction on customer loyalty; and the effect of satisfaction in mediating the effect of service quality, trust, and risk perception on satisfaction. The design was a descriptive research. The respondents consisted of 382 Grab users, selected through purposive sampling. The instrument was a questionnaire, distributed online. In data analysis, LISREL 8.7 program was used. The results were as follows. Service quality did not affect satisfaction; both service quality and trust did not affect loyalty; satisfaction did not mediate the effect of service quality on loyalty. However, trust, and risk perception affected satisfaction; risk perception and satisfaction affected loyalty; satisfaction mediated the effects of both perceived risk and trust on loyalty. The implication is that the Grab management needs to guide its aspiring drivers to give their best services to the customers.