TECHNOLOGY ADOPTION IN BLUEBIRD TOOLS FOR COSTUMER LOYALTY (CASE STUDY: BLUE BIRD TAXI IN JABODETABEK)

Abstract

This research was conducted at PT Blue Bird to determine the effect of marketing which includes service quality, brand image, mobile app quality on customer loyalty through customer satisfaction, this research uses quantitative variable methods. Taxi as a means of land transportation that has grown and developed quite rapidly since the 90s has become one of the prima donnas of alternative transportation in Indonesia. Bluebird, one of Indonesia's major transportation firms, uses this with the My Blue Bird application. Customer satisfaction and service quality are two critical criteria that must be constantly enhanced. Customers who had used the My Blue Bird app received questionnaires via WhatsApp, Facebook, and Instagram. This study included 231 participants. SmartPLS was used for data evaluation and hypothesis testing. The results of the questionnaire are significantly and directly influenced by factors such as service quality, brand image, mobile app quality on customer loyalty through customer satisfaction.