Pengaruh Lifestyle dan Brand Image terhadap Customer Loyalty melalui Peningkatan Customer Satisfaction pada Layanan Tranportasi Online
DOI:
https://doi.org/10.37481/jmeb.v6i3.2390Keywords:
Lifestyle, Brand Image, Customer Satisfaction, Customer LoyaltyAbstract
Online transportation services in Jakarta have experienced rapid growth, leading to increased competition among transportation providers; therefore, companies are required to have effective strategies to maintain customer loyalty. This study aims to analyze the impact of lifestyle and brand image on customer loyalty, with customer satisfaction serving as a mediating variable, among Gojek users in Jakarta. The researcher used a quantitative approach with questionnaire data collected from 120 respondents through targeted sampling. Gojek users were aged 18 to 40 years old and had used Gojek services at least three times in the past six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that lifestyle and brand image have a positive and significant influence on customer satisfaction and loyalty. The study also shows that customer satisfaction acts as a mediating variable in the influence of lifestyle and brand image on customer loyalty, indicating the importance of tailoring services to users’ lifestyles and maintaining a strong brand image. This study has both theoretical and practical implications; theoretically, it contributes to the development of research in digital marketing and consumer behavior, while practically, it provides insights for Gojek in developing strategies to enhance customer satisfaction and customer loyalty.
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