PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN TRANSPORTASI ONLINE DI KOTA SUKABUMI (STUDI KASUS KONSUMEN PENGGUNA APLIKASI INDRIVER)

Online transportation options are increasingly in demand due to their speed, cost-effectiveness and convenience. Despite stiff competition, companies like InDriver continue to innovate to maintain their position. Service quality and price are the main factors that influence customer loyalty. This research aims to analyze the extent to which Service Quality and Price influence Customer Loyalty. Adopting a quantitative approach with a survey, this research involved 150 InDriver consumers in Sukabumi using a questionnaire. Data were analyzed using SPSS, including tests of validity, reliability and classical assumptions (normality, multicollinearity, heteroscedasticity). Multiple regression analysis is used to assess the influence of the independent variable on the dependent, with the t test, F test, and determinant coefficient (R^2) to evaluate the significance and suitability of the model. The partial test results show that Service Quality (X1) and Price (X2) have a positive and significant effect on Customer Loyalty, with a calculated t value greater than the t table and a significance below 0.05. The F test shows that the two variables simultaneously have a significant effect on Customer Loyalty. These findings emphasize the importance of service quality and competitive prices in maintaining customer loyalty. This research recommends that InDriver continue to improve service quality, such as driver training and ensuring vehicle condition, as well as setting competitive prices with discount offers or special promotions.

Keywords: Service Quality, Price, Customer Loyalty