Objective - The development of the online transportation industry has led to increasing competition. In Indonesia, Gojek and Grab are competitors in their industry. Each company strives to maintain the loyalty and satisfaction of its customers by setting up procedures such as e-service quality programs and pricing policies. Under these programs, consumers have different levels of satisfaction and loyalty for each type of online vehicle. This study aims to measure the influence of e-service quality and price to build loyalty through customer satisfaction Gojek and Grab.

Methodology/Technique - The type of the study is verification. An explanatory survey with simple random sampling technique is used. The sample includes 200 respondents from both online transportation operator's customers. The data of this study employs a path analysis with SPSS 25.0 and AMOS.

Findings - The results show that there is a positive influence between e-service quality and price to build loyalty through each Gojek and Grab customers' satisfaction. Thus, we can say that Gojek and Grab consumers are quite satisfied with the quality and price so they pay with loyalty.

Novelty – Good management in service companies will serve customers with great satisfaction, thus affirming the rightness of consumer loyalty to the company. Therefore, prices will be appropriate in addition to quality electronic services. This is because the relationship between the two can produce positive impacts such as consumer loyalty with mediation through satisfaction. Our study has several contributions, including adding insight into e-service studies, price, customers' satisfaction, and loyalty, especially in the online transportation industry.

Type of Paper - Empirical

Keywords: E-Service Quality, Price, Loyalty, Customer Satisfaction, Online Transportation.

JEL Classification: M20, M21.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.1_2.html

DOI: https://doi.org/10.35609/jmmr.2020.5.1(2)

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