The focus of this study is to find out what can influence loyalty mediated by satisfaction. Quantitative research methods, which often use random sampling procedures, include the distribution of surveys and analysis of specific populations or samples containing quantitative data. The population of this finding is online motorcycle taxi service users in Batam City, where this study was conducted by distributing questionnaires composed of closed questions distributed online, using Google Forms. The demographic target of this study includes 170 respondents. Based on the results of the study, Customer Involvement was unable to have a significant impact on Satisfaction or Loyalty through Satisfaction as a mediating variable, so that hypotheses H1 and H6 were rejected. On the other hand, Service Quality, Perceived Value, and Brand Image were proven to have a positive and significant impact on Satisfaction, which then contributed positively to Loyalty, supporting the acceptance of hypotheses H2, H3, and H4. In addition, Satisfaction plays a significant mediation role in the relationship between Service Quality, Perceived Value, and Brand Image on Loyalty, as evidenced by the acceptance of hypotheses H7, H8, and H9. These findings confirm that the main factors driving customer satisfaction and loyalty in online motorcycle taxi services are service quality, perceived value, and brand image, while customer engagement does not have a significant influence.
Hasan et al. (Thu,) studied this question.