Analysis of Service Quality, Trust, and Price on Customer Loyalty of Maxim
DOI:
https://doi.org/10.65428/sigma.v1i2.70Keywords:
Customer Loyalty, Online Transportation Services, Price, Service Quality, TrustAbstract
Customer Loyalty is critically influenced by several factors, including Service Quality, Customer Trust, and Price.1 This study aims to analyze the partial and simultaneous influence of Service Quality (X_1), Customer Trust (X_2), and Price (X_3) on Customer Loyalty (Y) toward Maxim online transportation services in Semarang City.1 Utilizing a quantitative associative method, data were collected from a sample of 100 Maxim users (N=100) via incidental sampling and analyzed using multiple linear regression (SPSS).1 The analysis confirmed that all three independent variables positively and significantly influence Customer Loyalty (all t_{hitung} > 1.98498).1 Service Quality (X_1) was determined to be the most dominant factor (\beta = 0.400, t=4.500), highlighting that driver performance, service assurance, and responsiveness are the primary drivers of long-term loyalty., 10 The overall regression model demonstrated a strong explanatory power, with an estimated Adjusted R^2 of 0.650, indicating that 65.0\% of the variation in Customer Loyalty is explained by these three factors. Managerial implications suggest focusing resources on continuous service improvement and maintaining high integrity (Trust) to convert consumer satisfaction into sustainable loyalty.
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