Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Go-Jek (Studi pada Konsumen Go-Jek di Surakarta)

This study aims to determine the effect of service quality and customer satisfaction on customer loyalty. Practically this research is expected to provide benefits namely, first: useful in providing conceptual contributions to Go-Jek companies as reference material in conducting marketing strategies, second: increasing knowledge especially in generating concepts about customer satisfaction, third: as a reference in conducting further research by using different variables. This type of research is survey research using a questionnaire as an instrument. The population in this study were all Go-Jek customers or customers in the city of Solo. The sampling technique used purposive sampling method with a total sample of 115 respondents. Data was collected by a questionnaire that had been tested for validity and reliability. The data analysis technique used is multiple linear regression. Multiple linear regression is used to test the statistically hypothesized model