CUSTOMER LOYALTY FORMATION MODEL BASED ON SATISFACTION CUSTOMER IN E-COMMERCE-BASED TRANSPORTATION INDUSTRY IN INDONESIA

The research objective is to create a construction model for the formation of Customer Loyalty based on Customer Satisfaction in the E-Commerce-Based Transportation industry to improve the ability to compete in maintaining loyal customers and reaching new customers. Companies must know how the pattern of the formation of Customer Loyalty based on Customer Satisfaction in the E-commerce based transportation industry, based on brand image and service quality. The research design is quantitative and in the form of explanatory causality, testing the effect of brand image and service quality factors on customer loyalty through customer satisfaction with 380 respondents. Sampling uses a purposive sampling technique. Hypothesis testing uses Structural Equation Modeling (SEM) through AMOS. Brand image factors (X1) include the strength of brand associations, the uniqueness of brand associations, the uniqueness of brand associations; Service Quality Factors (X2) include tangible, empathy, responsiveness, reliability and assurance; to Customer Loyalty (Y) including making regular repurchase, purchasing across products and service lines, referring others, demonstrating an immunity to the full of the competition; and Customer Satisfaction (Z) includes buying again, buying other products, offering company ideas / products, saying good or recommending them. The results showed that Brand Image and Service Quality partially had a positive and significant effect on customer satisfaction. Brand Image and Service Quality have a significant positive effect on Loyalty through customer satisfaction. Brand Image, Service Quality and Customer Satisfaction show that together affect Loyalty. Findings Overall transportation based on E-Commerce, customer satisfaction is a major factor in shaping customer loyalty from the aspects of Brand Image and Service Quality, in other words customer satisfaction is a factor that mediates brand image and service quality to customer loyalty. So in order for consumers to be loyal, elements of Brabd Image and Service Quality must be able to increase increasing customer satisfaction.

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