PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA PENGGUNA GOJEK (Studi Pada Pengguna Gojek di Kota Malang)

This study aims to analyze the influence of service quality and trust on customer loyalty through customer satisfaction as a mediating variable among Gojek users in Malang City. This research uses a quantitative approach with a survey method by distributing questionnaires to 150 respondents who have used Gojek services at least three times in the past two months. Data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to test the relationships between variables. The research results show that service quality and trust have a positive and significant impact on customer loyalty, both directly and through customer satisfaction, which plays an important role in building customer loyalty and enhancing customer satisfaction. Thus, companies are advised to continuously improve service quality and maintain customer trust in online transportation services to sustain and enhance customer satisfaction as well as strengthen competitiveness in the market.