The Effect of Service Quality and Brand Image on Customer Satisfaction and Loyalty of Gojek Users in Samarinda

Abstract

Purpose: This study examines the effect of service quality and brand image on customer loyalty toward Gojek in Samarinda City, using customer satisfaction as a mediating variable.

Design/methodology/approach: This quantitative study surveyed 113 Gojek users in Samarinda City. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings: Service quality and brand image do not directly affect customer loyalty, although both significantly influence customer satisfaction. Customer satisfaction, in turn, strongly affects customer loyalty and mediates the relationship between the independent variables and loyalty. The model's Goodness of Fit value of 0.576 indicates strong explanatory power.

Practical implications: Gojek should prioritize technical service quality, brand image, and customer satisfaction as key strategies for retaining customers.

Originality/value: This study integrates service quality and brand image within a single satisfaction-mediated model to explain customer loyalty in the context of digital transportation services in Samarinda, informing both digital-service satisfaction and loyalty research.

Paper type: empirical