The Role of Consumer Satisfaction in Mediating the Effect of Service Quality and Information Technology Systems on Consumer Loyalty in Transportation Services

This study aims to analyze the role of consumer satisfaction in mediating the influence of service quality and information technology systems on consumer loyalty in transportation services within the Mojokerto City government, East Java, Indonesia. The research method used was a quantitative approach using a survey technique among passengers of the free school transportation (ASG) in Mojokerto City, East Java, Indonesia. The study recruited 161 respondents, determined based on the Hair Formula, i.e., 7 x 23 (number of indicators). The sampling method used was random sampling. A structured questionnaire was used for data collection and analyzed using path analysis to examine the direct and indirect effects between variables. The results of the study indicate that service quality and information technology systems have a positive and significant effect on consumer satisfaction. Furthermore, consumer satisfaction has a positive and significant effect on consumer loyalty. Furthermore, the results of the mediation test indicate that consumer satisfaction significantly mediates the effect of service quality and information technology systems on consumer loyalty. These findings indicate that increasing customer loyalty depends not only on service quality and the direct implementation of information technology systems, but also on the level of customer satisfaction. Therefore, transportation services are advised to continuously improve service quality and optimize information technology systems to create customer satisfaction, which ultimately drives long-term loyalty.