PENGARUH CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALITY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA TRANSPORTASI ONLINE GOJEK KOTA MALANG

The main aim of this research is to find out how customer experience influences customer loyalty with customer satisfaction as a mediator. This research uses a quantitative approach with explanatory research methods. Data was collected through a questionnaire distributed to Gojek service users in Malang City, with a total of 100 respondents. Data analysis was carried out using path analysis using SmartPLS 3.0 software. The research results show that customer experience has a significant influence on customer loyalty. Apart from that, customer experience also has a significant impact on customer satisfaction. Customer satisfaction is also proven to have a significant influence on customer loyalty in using Gojek online transportation services in Malang. In this context, customer satisfaction acts as a mediator between customer experience and customer loyalty in using these services in Malang.