The Predictor of Costumer Loyalty of Online-Based Transportation Application

Mohamad Ikbal Albana, A. Baidun, Rena Latifa, M. Rahmah, Agus Nugraha, Gefarina Djohan
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Abstract

Customer loyalty of Online transportation application based on information technology increased during the Covid-19 pandemic. Customers continue to use Online transportation application in carrying out daily mobility to avoid exposure to the Covid-19 virus. The research aims to prove the influence of brand trust, service quality, and religiosity on customer loyalty of Online transportation application based on information technology. This research uses a quantitative approach. The study sample amounted to 303 users of Online transportation application Sampling technique application service using accidental sampling. Instruments measuring customer loyalty using measuring instruments from Mcmullan and Gillmore [14], Brand Trust Scale (BTS) from Delgado-Bellester [3], Service quality (Servqual) developed parasuraman [17], and The Centrality of Religiousness Scale (CRS) developed by Huber and Huber [8]. Data analysis techniques use multiple regressions. The results of the analysis proved that the null hypothesis was rejected, meaning that there was a significant influence on brand trust, service quality, and religiosity on customer loyalty with a significance level of 0.000 (P<0.05) and R square showing 0.580 or 58 %. Based on regression coefficients show that brand reliability, responsiveness and public practices significantly affect customer loyalty of Gojek-based information technology-based application services.
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基于网络的交通应用的顾客忠诚度预测
新冠肺炎疫情期间,基于信息技术的在线交通应用客户忠诚度提高。客户继续使用在线交通应用进行日常出行,避免接触新冠病毒。本研究旨在证明基于信息技术的在线交通应用中,品牌信任、服务质量和宗教信仰对客户忠诚度的影响。本研究采用定量方法。研究样本为303名在线交通应用抽样技术应用服务用户。测量顾客忠诚度的工具包括Mcmullan和Gillmore的测量工具[14],Delgado-Bellester的品牌信任量表(BTS) [3], parasuraman开发的服务质量量表(Servqual) [17], Huber和Huber开发的宗教中心性量表(CRS)[8]。数据分析技术使用多元回归。分析结果证明原假设被拒绝,即品牌信任、服务质量和宗教信仰对顾客忠诚有显著影响,显著性水平为0.000 (P<0.05), R方为0.580或58%。回归系数表明,品牌可靠性、响应性和公共实践显著影响gojek信息技术应用服务的客户忠诚度。
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