PENGARUH KUALITAS LAYANAN, KEPERCAYAAN, DAN CITRA MEREK DENGAN KEPUASAN SEBAGAI MEDIASI TERHADAP LOYALITAS PENGGUNA (USER) RUANGGURU DI YOGYAKARTA
DOI:
https://doi.org/10.31959/jm.v15i3.4057Abstract
Introduction: The rapid growth of Indonesia's digital education (edtech) market—valued at USD 3.23 billion in 2024 and projected to reach USD 8.81 billion by 2033—has intensified competition among platforms such as Ruangguru, Zenius, Quipper, and Pahamify. Despite Ruangguru's 38 million registered users and 98% brand awareness, high adoption does not automatically guarantee long-term user loyalty. This study aims to examine the influence of service quality, trust, and brand image on user loyalty, with customer satisfaction as a mediating variable, among Ruangguru users in, Yogyakarta
Methods: Data from 182 purposively selected respondents were gathered through a four-point Likert questionnaire and subsequently processed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 under a quantitative research design. The analysis revealed that user satisfaction was significantly shaped by service quality (β = 0.392) and trust (β = 0.445), whereas the contribution of brand image was not supported statistically (β = 0.089; p = 0.129). Furthermore, loyalty was found to be strongly associated with satisfaction (β = 0.567), with satisfaction also functioning as an intervening construct linking service quality and trust to loyalty. When the structural model was evaluated collectively, 53.2% of the variation in satisfaction was accounted for by the exogenous variables, while 32.1% of the variability in loyalty was explained by the proposed model.
Results: These results suggest that trust and service quality, rather than brand image alone, are the primary drivers of satisfaction and sustained loyalty among Ruangguru users.
Keywords: Brand Image, Satisfaction and Loyalty, Service Quality, Trust
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