Pengaruh Kepercayaan pada Merek, Kualitas Layanan, dan Komunikasi serta Implikasinya Terhadap Relationship Marketing yang Berdampak pada Loyalitas Pelanggan (Studi pada Mahasiswa Pengguna Layanan Go-Jek di Kota Semarang)

Abstract

In the digital era, technology is a factor that can make a business survive in running a company. Therefore, companies are required to applying the technology in various sectors in the company, one of which is to facilitate communication between companies and customers are resulting in a continuous relationship and impact on customer loyalty to the company. The study was conducted with the aim of analyzing the influence of the quality of service, ease of communication and trust in the brand of the relationship marketing that affect customer loyalty at PT. Go-Jek Indonesia. A total of 110 student service users Go-Jek PT Indonesia in Diponegoro University and the State University of Semarang who have used the services of Go-Jek at least three times in the last three months, serve as the object of research. This research was done by using purposive sampling method on data collection. Data obtained by distributing questionnaires to 110 customers of PT. Go-Jek Indonesia selected accordingly. Data analysis was performed using an application Structural Equation Modeling (SEM) with AMOS program version 24.0. The results indicate that the five proposed hypothesis are acceptable. The accepted hypothesis are Hypothesis 1 (there is a significant positive effect on the relationship between marketing communications facilities), Hypothesis 2 (there is a significant positive effect between trust in the brand towards relationship marketing), Hypothesis 3 (there is a significant positive effect between the quality of service to customer loyalty), Hypothesis 4 (there is a significant positive effect between trust in the brand loyalty of customers), and hypothesis 5 (there is a significant positive effect between relationship marketing on customer loyalty).