International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187 76 Dewi Soraya, I Gusti Ayu Sugiati, and Ni Ketut Sudarmini, “Service Quality Its Influence on Customer Loyalty Go-Jek in Denpasar City,” International Journal of Multidisciplinary Research and Publications (IJMRAP), Volume 6, Issue 5, pp. 76-79, 2023. Service Quality Its Influence on Customer Loyalty Go-Jek in Denpasar City Dewi Soraya 1 , I Gusti Ayu Sugiati 2 , Ni Ketut Sudarmini 3 1,2,3 Faculty of Economics and Business, Warmadewa University, Denpasar, Bali, Indonesia Email address: iadindapriyanka@gmail.com Abstract— Customer loyalty is an important factor for the success of a company in developing long-term relationships with customers. To maintain customer loyalty, companies must provide services that meet customer expectations. Service quality in this research refers to the Servqual model including reliability, responsiveness, assurance, empathy, and physical evidence. This research aims to find out how much influence the factors of reliability, responsiveness, guarantee, empathy and physical evidence have on Go-jek customer loyalty in the city of Denpasar. This research was conducted on 100 Go-jek customers in the city of Denpasar as a sample. The analysis model used is a multiple linear regression analysis model. This research found that the factors of reliability, responsiveness, guarantee, empathy and physical evidence simultaneously have a significant effect on Go-jek customer loyalty in the city of Denpasar. The contribution of all these factors is 33.766%. This research also found that of the five factors analyzed, the reliability factor had a dominant influence on Go-jek customer loyalty in the city of Denpasar, with a contribution of 39.40%. Other factors that make a significant contribution to customer loyalty are responsiveness, assurance, empathy and physical evidence, with respective contributions of 21.82%, 25.73%, 34.07% and 25.10%. %. Keywords— Service quality (reliability, responsiveness, guarantee, empathy, and physical evidence) and customer loyalty. I. INTRODUCTION Transportation has now become a basic need for all levels of society in various countries, including Indonesia. In Indonesia, two-wheeled transportation has developed that uses applications or is called online transportation. The presence of online transportation is in great demand by the public, because it can reduce the consumption of private vehicles, is low cost and more efficient (Khurshid et al., 2016). One of the online transportation that is currently developing in Indonesia is online motorcycle taxi transportation or called Go-jek. PT. Go-jek Indonesia, which was founded in 2010 by Nadiem Makarim, now operates in ten major cities in Indonesia, including Bali. Users of the Go-jek online transportation service in Bali are quite large. As a tourist area, Bali has great opportunities to attract tourists. Even though businesses in the public transportation sector in Bali are also growing, such as taxis and public buses, they are still considered unable to meet the demands of tourists on holiday in Bali. The presence of Go-jek can increase destination accessibility, and can even influence tourist preferences (Dewantara, 2019). Tourists tend to be interested in using the Go-jek application because they see its capabilities, speed, mobile friendliness and the feature options provided. Apart from tourists, Gojek service users in Bali are also local people, especially in the city of Denpasar. The activity of people living in Denpasar is relatively high, because the city of Denpasar is the center of education, trade and government in Bali. The problem that often arises in the city of Denpasar is traffic jams. As an online transportation service provider, Go-Jek is a solution to the problem of traffic jams, especially in the city of Denpasar. In the city of Denpasar, Go-jek's services are actively used by 15 million people every week (Tribun Bali.com, 2022). Seeing the big opportunity in Go-Jek's online transportation service, similar business competitors such as Grab are starting to emerge. Go-Jek and Grab offer a variety of online services in their almost similar applications, so they compete with each other to provide the best service for customers. Based on survey results from the Indonesian Internet Service Providers Association (APJII) for the 2019- 2020 period, it was noted that Gojek and Grab were the online transportation application services most frequently used by the public (Bayu, 2020). Based on the data obtained, the fact is that from 2018-2022 the number of Go-Jek users tends to decrease, while the number of Grab users, although still below Go-Jek, continues to increase from 2018-2022. Seeing this phenomenon, Go- Jek's position as online transportation is indeed threatened because competition is increasingly competitive. The decline in the number of Go-Jek users indicates that the loyalty of Go- Jek users in Denpasar City is decreasing. The decline in Go- Jek customer loyalty in the city of Denpasar is estimated to mean that the services provided by Go-Jek have not met customer expectations. Parasuraman et al. (1998) stated that consumers assess the quality of services provided by companies based on factors of reliability, responsiveness, guarantee, empathy and physical evidence. Mulyati et al. (2019) explained their findings that the dimensions of reliability, responsiveness, guarantee, empathy, and physical evidence directly impact consumer perceptions of overall service quality in online transportation. Therefore, online transportation service providers must make sure to evaluate various dimensions of their services. Based on the description of several empirical studies, as well as phenomena that exist in the Go-Jek company this research examines the influence of service quality consisting of reliability, responsiveness, guarantee, empathy and physical evidence on Go-Jek customer loyalty in the city of Denpasar. Problem Formulation: