THE EFFECT OF SERVICE QUALITY, PERCEIVED VALUE, AND CUSTOMER TRUST TOWARDS CUSTOMER LOYALTY ON ONLINE TRANSPORTATION GOJEK IN SURABAYA

This study aims to analyze several factors that affect customer loyalty GoRide and GoCar in Surabaya. Several variables such as service quality, perceived value, and customer trust are examined in this study to see their effect on customer loyalty. This research is useful for Gojek in order to compete by increasing the customer loyalty that Gojek has. The research data collection was carried out by distributing questionnaires to 200 GoRide and GoCar customers in Surabaya. The sampling technique used in this research is non-probability sampling with a purposive sampling method. The criteria for respondents are Gojek customers (GoRide and GoCar) who still use the GoRide and GoCar applications, who have used the GrabBike and GrabCar applications, and are domiciled in Surabaya. The results of the data were collected and analyzed using the SEM (Structured Equation Modeling) method with the help of the SPSS AMOS 24 software. In this study, the relationship between service quality and perceived value are tested, service quality to customer loyalty, service quality to customer trust, value perceived customer loyalty, and customer trust on customer loyalty. The results of this study indicated that service quality has a positive and significant effect on perceived value and customer trust, but has no effect on customer loyalty. Perceived value considered to have a positive effect on customer loyalty. Customer trust has no effect on customer loyalty.

In the online transportation industry, Gojek has many competitors.One of the main competitors from Gojek is Grab, an online transportation company from Singapore.In September 2019, according to research conducted by Abi Research, Gojek had a market share of 35.3%.This figure is still less when compared to Grab with a market share of 64%.In order to compete with its competitors, Gojek has done many things, such as providing discounts, good service operation standards, many useful services, doing advertisements in various media, etc.However, one of the focuses that Gojek needs to do in order to beat Grab in Indonesia is to make customers loyal.With loyal customers, they will continue to buy goods or services owned by the company.Loyal customers also will not move to competitors.Thus, the company will be more developed and able to beat the competitors.
Previous study conducted by Hapsari et al. (2017), found that service quality has no effect on customer loyalty.In contrast, research conducted by Omogerie et al. (2019) found that service quality affects customer loyalty.From these journals, a research gap is found in the relationship between service quality and customer loyalty.
In Hapsari et al. (2017) research, also found that customer perceived value has no effect on customer loyalty.Contrary to this, Mohammed & Al-Swidi (2019) in their research found that perceived value affects customer loyalty.From this two journals, a research gap is found in the relationship between perceived value and customer loyalty.
A research by Omogerie et al. ( 2019) also found that customer trust affects customer loyalty.In opposite Tabrani et al. (2018) in his research found that customer trust has an effect on customer loyalty.From these results, a research gap is found in the relationship between customer trust and customer loyalty.
According to the definition of Kotler & Keller (2015, p.156) service quality is the totality of features and characteristics of a product or service based on its ability to meet stated or implied needs.In their research, Parasuraman et al (1988) argued that service dimensions were divided into five, namely reliability, tangibles, responsiveness, assurance, and empathy.
Perceived value according the definition of Kotler & Keller (2015, p. 151) is the difference in customer perceptions between the evaluation of all benefits received and the costs that must be incurred, towards what is felt by the customer.In research conducted by Sweeny & Soutar (2001, p.8), there are four services that have long-lasting properties.The four dimensions are emotional value, social value, quality or performance value, and price or value of money.

p-1412-3789 www.journalmabis.org e-2477-1783
Siagian & Cahyono (2014) stated that trust is the belief from one party to another regarding an intention and behavior.Flavian & Giunaliu (2007) argued that trust can be formed based on three things, namely honesty, benevolence, and competence.
According to Kotler & Keller (2015, p.1530), loyalty is a firmly held commitment to repurchase a preferred product or service in the future despite situational influences and marketing efforts that have the potential to cause behavioral shifts.In knowing customer loyalty, there are several indicators.According to Hayes (2008, p.21), indicators that define customer loyalty are number of referral, decision to purchase again, decision to purchase different products, decision to increase purchase size, customer retention and defection rates.

RESEARCH METHOD
The type of research that carried out in this research was hypothesis testing with a quantitative descriptive approach.The sampling technique used in this research was nonprobability sampling with a purposive sampling method.In this study, there were three independent variables, namely service quality, perceived value and customer trust with the dependent variable was customer loyalty.Table 1 shows the operational definition.

CL3
Customers tend to drive with Gojek in the future.

CL4
Compared to other applications, customers will continue to drive with Gojek in the future.

CL5
Customers will use the Go-Jek application more often.

CL6
Customers feel more satisfied driving with Gojek than other applications.
In this study, researchers attempted to determine the relationship between service quality to perceived value (H1), service quality to customer loyalty (H2), service quality to customer trust (H3), perceived value to customer loyalty (H4), and customer trust towards customer loyalty (H5).
In buying goods or services offered by a company, customers do not only pay attention to functional factors.The service factor is also one of the aspects that customers pay attention to.Good service will make customers like the goods or services offered by the company even more.This will increase the company's assessment by the customers.Conversely, if the company provides poor service, the customer will also have a poor assessment of the company.So that, the better or worse the service quality is carried out by the company, it will affect the good or bad the perceived value that customers have for the company.
The effect of service quality on perceived value researched by Hapsari et al. (2017), where the results of their research suggested that there is a significant positive effect of service quality on perceived value.In addition, from research conducted by Tam (2004), it was also suggested that the higher the company's service quality, the higher the company's perceived value will be.Research conducted by Kuo et al. (2009) also produced results that service quality had an effect on perceived value.Therefore, the first hypothesis is:

H1: Service quality has a positive effect on perceived value
In sales activities, it is not sufficient for companies to only pay attention to the functional aspects of the goods or services offered.Companies need to pay attention to other aspects, namely service to their customers.The service factor makes a difference factor between a company compared to its competitors.If the service of a company is getting better, then customers will also be more interested in buying only from that company.In opposite, if the company does not have good service, customers will be disinterested and move to the company's competitors.By that, the better or worse the service quality is carried out by the company, it will affect the good or bad customer loyalty that the customer has towards the company.
In research conducted by Omogerie et al. (2019) found that service quality has an effect on customer loyalty.Contrary to this, Hapsari et al. (2017) found that service quality has no effect on customer loyalty.From the two journals, a research gap was found on the relationship between service quality and customer loyalty.
Based on research conducted by Liu & Wang (2017), the results showed that service quality has an influence on customer loyalty.Aini (2018) also stated that service quality has an effect on the customer loyalty variable.Hence, the second hypothesis is: H2: Service quality has a positive effect on customer loyalty Service is one important factor to build customer trust.In buying a good or service, what makes customers believe is not only the functional aspect, but also the service aspect.A company that is able to provide good service than its competitors will make customers believe that the goods or services offered by the company are able to provide answers to the problems that customers have, so that customers will put their trust in the company.Conversely, with less good service, customers also doubt whether the goods or those offered by the company are able to answer the problems that the customer has.Therefore, the better or worse the service quality is carried out by the company, it will affect the good or bad customer trust that the customer has for the company.
Research on the effect of service quality on customer trust was carried out in several researchers.In research conducted by Chou (2014) showed a relationship between service quality and customer trust.Research conducted by Aydin & Ozer (2005) also supported that service quality affects customer trust.Therefore, the third hypothesis is: H3: Service quality has a positive effect on customer trust Perceived value by customers of the company is one of the important factors for customers in buying goods or services offered by the company.Customers tend to have a loyal attitude if the customer's perception of the value of the company is good.For example, customers feel satisfied after using goods or services offered by the company, or customers feel proud when using goods or services owned by the company.This perceived value will make customers buy from the company and not move to the company's competitors.Conversely, if the customer feels that the company's value is not good enough, then the customer will tend to be disloyal and choose the company's competitors.Therefore, the better or worse the perceived value of the customer towards the company, the better or worse the customer loyalty will be to the company In research conducted by Mohammed & Al-Swidi (2019), it was found that perceived value affects customer loyalty.In contrast, in the study conducted by Hapsari et al. (2017), found that perceived value has no effect on customer loyalty.From the two journals, a research gap was found in the relationship between perceived value and customer loyalty.
In research conducted by Ramadhan & Siagian (2019), it is stated that perceived value affects customer loyalty.Research conducted by Kelvianto (2020) also argued that perceived value affects customer loyalty.Hence, the fourth hypothesis is put: H4: Perceived value has a positive effect on customer loyalty p-1412-3789 www.journalmabis.orge-2477-1783 51 When buying goods or services, one of the factors that customers consider is trust.Customers need to believe whether the goods or services offered by the company can answer the problems that customers have.If the customer believes in the goods or services owned by the company, the customer will return to buy from the company.Thus, there will be a sense of customer loyalty to the company and will not move to buy from the company's competitors.Contrary to that, if customers do not believe in the company, the sense of customer loyalty to the company will decrease and the customer will not be loyal to the company.Therefore, the better or worse the customer trusts the customer towards the company, the better or worse customer loyalty will be to the company.
Research conducted by Tabrani et al. (2018) found that customer trust has no effect on customer loyalty, on the other side research conducted by Omogerie et al. (2019) found that customer trust affects customer loyalty.From the two journals, a research gap was found in the relationship between customer trust and customer loyalty.Aydin & Ozer (2005) in their research suggested that customer trust is an important aspect in building customer loyalty.In addition, the relationship between customer trust and customer loyalty was also studied by Marakanon & Panjakajornsak (2017).In this journal, it was also found that customer trust affects customer loyalty.Therefore, the fifth hypothesis is proposed: H5: customer trust has a positive effect on customer loyalty The data source in this research was primary data.In this study, data collected using a questionnaire distribution method.The target population in this study was all Go-Ride and Go-Car application users in Surabaya.Respondents of this study were GoRide and GoCar (Gojek) customers with three main criteria, namely the one who still using the GoRide and GoCar applications, having used the GrabBike and GrabCar applications (competitors), and domiciled in Surabaya.The reason for limiting Go-Jek services to Go-Ride and Go-Car only was because this study focuses on public transportation, namely transportation that moves someone from one place to another.The number of samples taken was 200 respondents.The sampling technique used in this study was non-probability sampling with a purposive sampling method.
To perform data processing in this study, the researcher was using SEM analysis method with the help of AMOS version 24.In this research, several tests were carried out.The first was the validity and reliability tests for the questionnaire.Then proceed with the measurement model test which consisted of a goodness of fit measurement model test, validity test, and reliability test.After that, it was continued with the research structural model test which consisted of the goodness of fit measurement model test and research hypothesis testing.Figure 1 shows the proposed research model.

RESULT AND DISCUSSIONS
The validity test needed to be done to determine whether the research instrument used is valid.In conducting the validity test, one of the most frequently used methods is the Pearson's Correlation method.With the number of respondents as many as 30 people, with a significance level of 5% having a value of rtabel ¬ that is 0.361 and a significance level of 1% having a value of ¬ that is 0.463.In this study, the results of the questionnaire validity test were valid.Table 2 shows the results of the validity of the research questionnaire.
After doing the validity test, test that was needed to be done next was doing reliability test.Reliability test was useful for knowing the consistency of the data that has been collected.The data that had been collected needs to be tested whether it is reliable and will remain consistent in the next measurement.One method that could be used to test the reliability is Cronbach's Alpha reliability coefficient.If Cronbach's Alpha result is more than 0.60, then the research instrument is reliable.Table 3 shows the results of the questionnaire reliability test table.The initial stage of SEM modeling was to create a measurement model.The measurement model was first modeled in the SEM application.After being modeled, it was necessary to test the fit of the model that has been drawn.Figure 2 shows a picture of the research measurement model.Testing the fit or not the measurement model was carried out by looking at the CMIN / DF, RMSEA, GFI, CFI, and TLI numbers.In this study CMIN / DF has a value of 2.203; RMSEA is worth 0.078; GFI is worth 0.901; CFI is worth 0.927; TLI is 0.909, so the measurement model test in this study is good fit.
After the measurement model is good fit, it could be continued to validity test.An indicator is said to be good if it has a standardized loading of more than 0.5 and has an AVE of more than 0.5.In this study, it has a standardized loading of more than 0.5.AVE in this study also has a value of more than 0.5.There are only 2 variables that have AVE less than 0.5.Table 4 shows the standardized loading of each indicator, and table 5 shows the AVE value.SEM modeling was continued by making a structural model.After the modeling was made, it was tested whether it is fit or not.Testing the fit or not the structural model is also carried out by looking at the CMIN / DF, RMSEA, GFI, CFI, and TLI numbers.In this study, CMIN / DF has a value of 2.178; RMSEA is worth 0.077; GFI is worth 0.901; CFI is worth 0.928; The TLI is 0.911, so this structural model is good fit.Figure 3 shows a structural model drawing.
After the structural model showed good fit, hypothesis testing could be done.A hypothesis was considered supported if it had a p value <0.05 or p <0.001 for significant results.Table 7 shows the results of the hypothesis testing.

Table 7. Result of Hypothesis Testing
Based on the results of hypothesis testing with SEM analysis, it was found that hypothesis 1 of the study was accepted, namely service quality had a positive effect on perceived value.The results of data processing indicated that the relationship between service quality and perceived value had a p value <0.01 with a standardized estimate value of 0.851.This showed that the hypothesis is acceptable and the relationship between variables is significant.The results of data processing also show a positive CR so that there is a positive relationship between the two variables.
Accelerating service quality will affect the perception of the value of Gojek customers in the eyes of its customers.The higher quality of Gojek service will make Gojek customers feel that the benefits obtained from Gojek services are greater than the costs incurred by the customer.In a study conducted by Hapsari et al. (2017) also found similar results that service quality has a positive effect on perceived value.Other studies, such as that conducted by Omogerie et.al. (2019), Tam (2004), Kuo et al. (2009) also supports the results of this study.So that, an increase in the quality of service from Gojek will affect the perception of the value of Gojek customers.
Based on the results of hypothesis testing with SEM analysis, it was found that hypothesis 2 of the study was rejected.This shows that service quality has no effect on customer loyalty.The results of data processing showed that the relationship between service quality and customer loyalty had a p value of 0.437 where the p value is> 0.05.The results of this study answer the research gap between research conducted by Omogerie et al. (2019) with Hapsari et al. (2017), where research by Omogerie et al. (2019) stated that service quality has an effect on customer loyalty, on the other hand Hapsari et al. (2017) found that service quality has no effect on customer loyalty.
In their research, Hapsari et al. (2017) found that service quality has no direct effect on customer loyalty, but when mediated by perceived value and customer satisfaction, service quality has an effect on customer loyalty.Improving the quality of Gojek's service does not directly affect Gojek customer loyalty, if the customer does not have a good value perception first.Perceived value according to the definition of Kotler & Keller (2015, p. 151) is the difference in customer perceptions between the evaluation of all benefits received and the costs that must be incurred, towards what is felt by the customer.When the quality of service is higher than the costs incurred, customers will feel that using Gojek services provides greater benefits, so that Gojek customers will become loyal to Gojek.Therefore, service quality does not directly affect customer loyalty, but is mediated by perceived value.Apart from Hapsari et al. (2017), research conducted by Kusmarini et.al (2018) and Kusuma, E.C. (2018) also argued that service quality has no direct effect on customer loyalty.
Based on the results of hypothesis testing with SEM analysis, it was found that hypothesis 3 of the study was accepted, namely service quality has a positive effect on customer trust.The results of data processing show that the relationship between service quality and customer trust has a p value <0.01 with a standardized estimate value of 1.028.This shows that the hypothesis is acceptable and the relationship between variables is significant.The results of data processing also show a positive CR, thus there is a positive relationship between the two variables.
Increasing the quality of service will affect Gojek customer trust.Good quality service will certainly make customers believe that Gojek provides the best service.Some of Gojek's services, such as Gojek's good reputation, protocols for safety and comfort in driving, and good complaint handling, make customers trust Gojek to be able to solve problems experienced by customers.Research conducted by Omogerie et al. (2019), Chou (2014), and Aydin & Ozer (2005) also get the same result, namely service quality affects customer loyalty.Therefore, an increase in the quality of service from Gojek will have an effect on increasing the trust of Gojek customers.
Based on the results of hypothesis testing with SEM analysis, it was found that hypothesis 4 of the study was accepted, namely that perceived value has a positive effect on customer loyalty.The results of data processing indicated that the relationship between perceived value and customer trust has a p value <0.05, namely 0.028 and a standardized estimate value of 0.442.This shows that the hypothesis can be accepted.The results of data processing also show a positive CR, so that there is a positive relationship between the two variables.The results of this study answer the research gap between research conducted by Mohammed & Al-Swidi (2019) and Hapsari et al. (2017), where research by Mohammed & Al-Swidi (2019) states that perceived value affects customer loyalty, on the other hand Hapsari et al. (2017) found that perceived value has no effect on customer loyalty.
The results of this study are the same as the results of research conducted by Mohammed & Al-Swidi (2019) which stated that the variable perceived value affects customer loyalty.Customers tend to have a loyal attitude if the customer's perception of the value of the company is good.Some things that Gojek customers feel, such as security, lower prices, speed of service and convenience of Gojek services.Not only that, customers also feel satisfaction, pride, good performance, and good value of money for Gojek.This makes the perception of customer value towards Gojek increase, thereby p-1412-3789 www.journalmabis.orge-2477-1783 58 increasing the customer loyalty.Other research conducted by Ramadhan & Siagian (2019), and Kelvianto (2020) also suggested that perceived value affects customer loyalty.Therefore, it can be concluded that the increase in the perceived value of Gojek has an effect on the loyalty of Gojek customers.
Based on the results of hypothesis testing with SEM analysis, it was found that hypothesis 5 of the study was rejected.This shows that customer trust has no effect on customer loyalty.The results of data processing show that the relationship between customer trust and customer loyalty has a p value of 0.541 where the p value is> 0.05.The results of this study answer the research gap between research conducted by Tabrani et al. (2018) with Omogerie et al. (2019), where the research of Omogerie et al. (2019) stated that customer trust has an effect on customer loyalty, on the other hand Tabrani et al. (2018) found that customer trust has no effect on customer loyalty.
As the results of the questionnaire distributed to the respondents, it was found that customers put their trust in Gojek.On the other hand, one of Gojek's competitors, namely Grab, is also a popular online transportation in the city of Surabaya.In terms of level of trust, people also have a sense of trust in Grab.This is because the two companies have good and similar service quality.It causes the customers to make comparisons between the two services, and choose between the two services which service has the greatest advantage for the customer.Therefore, customers can trust Gojek but this does not necessarily affect their loyalty to the Gojek company.The results of this study are in accordance with the results of research conducted by Tabrani et al. (2018) which stated that the customer trust variable has no effect on the customer loyalty variable.Several other studies conducted by Ashraf et. al (2018), also Erwin & Sitanjak (2017) supported that customer trust has no effect on customer loyalty.Thus, increasing customer trust from Gojek has no effect on increasing Gojek customer loyalty.

CONCLUSSION
Based on the results of hypothesis testing using SEM analysis, it is found that 3 hypotheses are accepted and 2 hypotheses are rejected.The result of hypothesis testing is that the service quality variable has a positive and significant effect on perceived value.Service quality variable has no effect on customer loyalty.Service quality variable has a positive and significant effect on customer trust.Perceived value variable has a positive effect on customer loyalty.Customer trust variable has no effect on customer loyalty.
From the results of the research, there are several recommendations that can be given to Gojek, especially for GoRide and GoCar services in Surabaya, namely in order to increase customer loyalty, Gojek should focus on increasing customer value perceptions of Gojek, so that its resources can be used to achieve goals well.In addition, increasing customer perceptions can be done by improving service quality, because with good service quality, customer perceptions will also increase.Improving service quality will also increase customer trust in Gojek.
In conducting research, of course there are many limitations experienced in this study.Several things become recommendations related to the limitations of this study, specifically it is hoped that further research can increase the number of research p-1412-3789 www.journalmabis.orge-2477-1783 59 respondents, especially when examining the rejected hypothesis in this study, namely the relationship of service quality and customer trust to customer loyalty.It is expected the research results can be more certain in testing the accuracy of the relationship between these variables and produce more accurate data.
Further research needs to examine mediating variables, especially when examining the rejected hypothesis in this study, i.e the relationship of service quality and customer trust to customer loyalty.This is because there are several variables that have a direct or indirect effect on other variables.So that, by examining the mediating variables it can better describe the relationship between these variables.
This research was only conducted in the city of Surabaya, so it is not necessarily applicable to other cities in Indonesia.In the future, research can be expanded in Indonesia, thus it can be better explained.
Figure 1.Proposed Research Model