The influence of customer experience on loyalty through satisfaction as an intervening variable for users of maxim online transportation services in the city of semarang

The high level of online transportation users in Indonesia creates intense competition and to be able to survive in the midst of competition, companies must improve their performance in various aspects to be able to create a good experience for their users so that there is high satisfaction so that user loyalty to the company continues to survive and increase. This research aims to determine the influence of customer experience on user loyalty through satisfaction with users of Maxim online transportation services in Semarang City. This type of research is explanatory research with a sample size of 96 respondents who are Maxim users in Semarang City. with a sampling technique using non-probability sampling with a multistage purposive sampling method. The population in this research is the people of Semarang City who have used Maxim. The data analysis method uses SmartPLS 3.2.9 software. The research results prove that the mediating relationship between customer experience and loyalty through satisfaction as an intervening variable is partial mediation. The suggestion in this research is that Maxim is expected to pay more attention to aspects that can influence user experience so that users feel maximum satisfaction when using Maxim.