The Effect of Customer Value and Customer Experience Towards Customer Loyalty Through Customer Satisfaction Among Online Transportation Users in Medan

The users of online transportation share and experience various perspectives on the transportation they use. In other words, unique and decent customer experience will give a good impression to the customers so that the customers put trust for the service. Company’s ability to offer customer satisfaction is expected to result in repetitive purchases that will form customer loyalty. The purpose of this study is to discover and analyze the effects of customer value and customer experience to customer loyalty with customer satisfaction as intervening variable among online transportation users in Medan. The research population is the citizens of Medan, specifically Medan Amplas regency who have used Grab, Gojek and Maxim. The sampling technique in this research is non probability sampling with 180 respondents. The data analysis is done by Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings demonstrate that Customer Value contributes positive and significant impact to customer loyalty, similarly to customer experience to customer loyalty, customer value to customer satisfaction, customer experience to customer satisfaction, customer satisfaction to customer loyalty that one affects another positively and impactful significantly. Customer value to customer loyalty has positive and imperative effects through customer satisfaction and not bridging between customer experience and customer loyalty.