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.
