ANALISIS PENGARUH PERCEIVED SERVICE QUALITY, SERVICE CONVENIENCE, EXPERIENCE DAN SELF CONGRUITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION DAN CUSTOMER ENGAGEMENT PADA PENGGUNA JASA GRAB DI KOTA SAMARINDA --

ABSTRACT
This study aims to identify the effect of Perceived Service Quality, Service Convenience, Experience, and Self Congruity on Customer Loyalty through Customer Satisfaction and Customer Engagement in Grab Online motorcycle service in the city of Samarinda. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. The sample of 105 respondents were taken from ten sub-districts in Samarinda City. The measurement scale uses a likert scale with a score of 1 - 5. This study also tested the validity and reliability test, then carried out further test of estimation and structural fit model test.
Based on structural model, it can be proven that Service Convenience, and Self Congruity significantly influence Customer Satisfaction; Perceived Service Quality, Self Congruity significantly influence Customer Engagement; Experience, Self Congruity, Customer Satisfaction and Customer Engagement significantly influence customer loyalty; Perceived Service Quality, and Experience have no significant effect on Customer Satisfaction, Service Convenience, Experience and customer satisfaction have no significant effect on Customer engagement, Perceived Service Quality, and Service Convenience have no significant effect on customer loyalty.
Keywords : Perceived Service Quality, Service Convenience, Experience, Self Congruity, Customer Satisfaction, Customer Engagement, Customer Loyalty, Grab Online motorcycle service.
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ABSTRAK
Penelitian ini bertujuan untuk menganalisa Perceived Service Quality, Service Convenience, Experience, dan Self Congruity terhadap Customer Loyalty melalui Customer Satisfaction dan customer engagement Pada Pengguna jasa Grab di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 105 responden yang berasal dari seluruh masyarakat Kota Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1 - 5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Service Convenience, dan Self Congruity berpengaruh signifikan terhadap Customer Satisfaction; Perceived Service Quality, Self Congruity berpengaruh signifikan terhadap Customer Engagement; Experience, Self Congruity, Customer Satisfaction dan Customer Engagement berpengaruh signifikan terhadap Customer Loyalty; Perceived Service Quality, dan Experience tidak berpengaruh signifikan terhadap Customer Satisfaction, Service Convenience, Experience dan customer satisfaction tidak berpengaruh signifikan terhadap Customer engagement, Perceived Service Quality, dan Service Convenience tidak berpengaruh signifikan terhadap customer loyalty.
Kata Kunci : perceived service quality, service Convenience, experience, self congruity, customer satisfaction, customer engagement, customer loyalty, jasa ojek online Grab.