Pengaruh E-Service Quality dan E-Trust terhadap E-Loyalty Pengguna Aktif Layanan GrabBike di Kota Palembang

Syaendha Anugrah Al Fath; Yulia Hamdaini Putri; Ghia Subagja; Nofiawaty Nofiawaty; Ana Yanovi

doi:10.61132/maeswara.v4i4.2708

Authors

Syaendha Anugrah Al Fath Universitas Sriwijaya
Yulia Hamdaini Putri Universitas Sriwijaya
Ghia Subagja Universitas Sriwijaya
Nofiawaty Nofiawaty Universitas Sriwijaya
Ana Yanovi Universitas Sriwijaya

DOI:

https://doi.org/10.61132/maeswara.v4i4.2708

Keywords:

E-Loyalty, E-Service Quality, E-Trust, GrabBike, Online Transportation

Abstract

This study aims to analyze the effect of e-service quality and e-trust on the e-loyalty of active GrabBike users in Palembang City. The study is motivated by the importance of e-service quality and user trust in fostering customer loyalty within the competitive ride-hailing industry, as well as by inconsistent findings reported in previous empirical studies regarding the relationships among these variables. This study employed a quantitative approach with a causal-descriptive research design. Data were collected through questionnaires administered to 120 active GrabBike users in Palembang City who were selected using purposive sampling. The data were analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results showed that e-service quality had a positive and significant effect on e-loyalty (t = 2.835). E-trust also had a positive and significant effect on e-loyalty (t = 3.651). Furthermore, the F-test results indicated that e-service quality and e-trust simultaneously had a positive and significant effect on e-loyalty (F = 88.779). The adjusted R² value of 0.599 indicates that 59.9% of the variation in e-loyalty is explained by the two independent variables, while the remaining 40.1% is explained by factors outside the scope of this study. These findings highlight the importance of improving system reliability, providing responsive customer service, and ensuring customer data security to strengthen long-term customer loyalty.

Downloads

Download data is not yet available.

References

Ananda, R., Efendi, A., & Septiani, W. (2023). Pengaruh E-Service Quality dan E-Trust terhadap keputusan pembelian tiket kereta api (Studi pada pengguna KAI ACCESS di Provinsi Lampung). Jurnal Kompetitif Bisnis, 1(11), 10. https://jkb.fisip.unila.ac.id/index.php/jkb/article/view/322

Ashiq, R., & Hussain, A. (2023). Exploring the effects of e-service quality and e-trust on consumers' e-satisfaction and e-loyalty: Insights from online shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141. https://doi.org/10.1108/JEBDE-09-2023-0019

ByteBridge. (2025). Comprehensive report on Grab Holdings. Medium. https://bytebridge.medium.com/comprehensive-report-on-grab-holdings-daa9e7d3918f

Choirulloh, A., Waruwu, A. M., Prastowo, B., Telaumbanua, P., & Yulianto, Y. (2025). Pengaruh Customer Relationship Management (CRM) dan promosi terhadap loyalitas pelanggan XL Axiata. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 8(1), 111–118. https://doi.org/10.37481/sjr.v8i1.1017

Data Insight Market. (2026). Indonesia online ride hailing services market size, share, and growth report: In-depth analysis and forecast to 2033. https://www.datainsightsmarket.com/reports/indonesia-online-ride-hailing-services-market-15194?tab=summary

Fajarwati, F., Shafitranata, Lesmana, A. Y., & Azizah, R. (2026). Pengaruh E-Trust, E-Satisfaction, dan E-Service Quality terhadap E-Loyalty Bank BSI Bandar Lampung. Journal of Innovation, Finance, Management, and Accounting, 2(1), 45–56. https://doi.org/10.65894/joinfinity.v2i1.28

GabGrowth. (2024). Grab: Southeast Asia's SuperApp (Deep dive). https://gabgrowth.com/p/grab-southeast-asias-superapp

Grab Careers. (2026). About us. https://www.grab.careers/en/about-us/

GrabMaps. (2024). 2024 GrabMaps year in review: Building stronger & better maps. https://grabmaps.grab.com/resources/grabmaps-2024-year-in-review

Hardiana, Y. S., & Pramono, T. D. (2022). Penerapan CRM untuk meningkatkan loyalitas pelanggan. Applied Business and Administration Journal, 1(2), 1–9. https://doi.org/10.62201/ebzn8107

Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing. Pearson Education Limited.

Mansour, A., Al-Ahmed, H., Deek, A., Alshaketheep, K., Asfour, B., & Alshurideh, M. (2025). Advancing sustainable practices in electronic customer relationship management. International Review of Management and Marketing, 15(1), 1. https://doi.org/10.32479/irmm.17346

Mordor Intelligence. (2025). Indonesia ride hailing market size & share analysis: Growth trends and forecast (2026–2031). https://www.mordorintelligence.com/industry-reports/indonesia-ride-hailing-market

Nugrahani, D. S., Astuti, W., & Harsono, H. (2022). The role of E-Trust as mediation effect of E-Service Quality on online purchase intention at consumer SMEs culinary sector in Special Region of Yogyakarta. PENANOMICS: International Journal of Economics, 1(3), 289–300. https://doi.org/10.56107/penanomics.v1i3.47

Osum. (2024a). How Grab expands its market share. https://blog.osum.com/grab-market-share/

Osum. (2024b). Unraveling Grab competitor analysis techniques. https://blog.osum.com/grab-competitor-analysis/

Pasaribu, L. N. (2023). The influence of E-Service Quality and trust on E-Customer Loyalty through satisfaction for users of Grab online services in Medan City. ProBisnis: Jurnal Manajemen, 14(6), 806–819. https://doi.org/10.62398/probis.v14i6.433

Putri, D. A., Farida, N., & Listyorini, S. (2024). Pengaruh E-Service Quality dan E-Trust terhadap E-Customer Satisfaction dalam meningkatkan E-Customer Loyalty (Studi pada aplikasi penyedia layanan transportasi online GrabBike di Jakarta Barat). Jurnal Ilmu Administrasi Bisnis, 13(4), 971–983. https://doi.org/10.14710/jiab.2024.43738

Putri, Y. H., Mavilinda, H. F., Adam, M., Wahab, Z., Shihab, M. S., & Daud, I. (2023). How do websites with a sustainability concept affect consumers' repurchase intentions? In Proceedings of the 1st International Conference on Management and Business (ICoMB 2022) (p. 77). Springer Nature. https://doi.org/10.2991/978-94-6463-160-9_9

Putri, Y. H., Rosa, A., & Sabathini, G. (2022). Peningkatan kepuasan pengguna pada aplikasi agen travel online melalui fitur dan gamifikasi. Jurnal Manajemen dan Bisnis Sriwijaya, 20(4), 241–254. https://doi.org/10.29259/jmbs.v20i4.19563

Sahadewa, I. G. N. B. A. P., Agung, A. A. P., Cempaka, N. P., & Atmaja, D. (2023). Pengaruh E-Service Quality dan E-Trust terhadap E-Loyalty pelanggan Grab di Kota Denpasar. Jurnal Administrasi Bisnis, 12(1), 12. https://e-journal.unmas.ac.id/index.php/baktisaraswati/article/view/7245

Situmorang, S. T., & Herawati, S. (2024). Pengaruh E-Service Quality dan E-Trust terhadap E-Loyalty yang dimediasi oleh E-Satisfaction pada pengguna aplikasi GrabBike di Kota Cimahi. Jurnal Intelektualita: Keislaman, Sosial dan Sains, 13(1), 98–109. https://doi.org/10.19109/intelektualita.v13i1.21481

Undercovered Deep Insight. (2024). Grab: Southeast Asia's super-app is quietly building momentum. Seeking Alpha. https://seekingalpha.com/article/4781662-grab-southeast-asia-super-app-is-quietly-building-momentum

Wicaksono, S. R. (2022). Teori dasar Technology Acceptance Model. CV. Seribu Bintang.

Winanda, D. S., Julianto, A., & Santoso, I. (2023). Pengaruh E-Service Quality dan E-Servicescape terhadap E-Loyalty pengguna Gojek melalui E-Trust sebagai variabel intervening di kalangan mahasiswa Universitas Widya Dharma Klaten. WIJoB: Widya Dharma Journal of Business, 2(2), 46–59. https://doi.org/10.54840/wijob.v2i2.171

Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81, 104015. https://doi.org/10.1016/j.jretconser.2024.104015

Zeithaml, V. A., & Parasuraman, A. (2004). Service quality. Marketing Science Institute.