SERVICE QUALITY, BRAND IMAGE AND PRICE FAIRNESS IMPACT ON THE CUSTOMER STATISFACTION AND LOYALTY TOWARDS GRAB BIKE

Abstract

This study aims to analyze and explain the Effect of Service Quality, Brand Image, and Price Fairness Impact on Customer Satisfaction and Loyalty; The population used in this study are all customers who have used Grab Bike services, aged 17 years, and located in Samarinda City, with a total sample of 100 people. The data collection technique uses non-profitability sampling, the analysis is carried out using Partial Least Square (PLS) with the SmartPLS application version 3.8.9. The results showed that: Service quality has a positive and insignificant effect on customer satisfaction; Service Quality has a positive and insignificant effect on loyalty; Brand Image has a positive and significant effect on customer satisfaction; Brand Image has a positive and significant effect on loyalty; Price Fairness has a positive and significant effect on Customer Satisfaction; Price Fairness has a positive and significant effect on Loyalty; Customer Satisfaction has a positive and significant effect on Loyalty.