Determinants of Customer Loyalty in the Ride-Hailing Industry: Evidence from Maxim Car Service in Samarinda

Feti Fahmimroah (), Dimas Rabbani Prasetyo, Satryawati Satryawati, Hamdani Hamdani and Almasari Aksenta
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Feti Fahmimroah: Politeknik Negeri Samarinda, Business Administration Department
Dimas Rabbani Prasetyo: Politeknik Negeri Samarinda, Business Administration Department
Satryawati Satryawati: Politeknik Negeri Samarinda, Business Administration Department
Hamdani Hamdani: Politeknik Negeri Samarinda, Business Administration Department
Almasari Aksenta: Politeknik Negeri Samarinda, Business Administration Department

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 231-239 from Springer

Abstract: Abstract The digital transformation in Indonesia has led to the rapid development of online transportation services, significantly affecting how people interact with transportation systems in urban environments. This study aimed to analyze the influence of price, ease of use, service quality, and brand image on customer loyalty toward Maxim Car service in Samarinda City. Using a quantitative method with a sample of 100 respondents, data were collected through an online questionnaire and analyzed using multiple linear regression. The results showed that price, ease of use, and brand image had a positive and significant impact on customer loyalty. In contrast, service quality had a positive but statistically insignificant effect. Together, these four variables significantly influenced customer loyalty. These findings are expected to help Maxim Car optimize its service performance and maintain competitive advantage in Indonesia's online transportation industry, while also providing empirical evidence that supports the growing body of literature on digital consumer behavior in emerging markets.

Keywords: Customer Loyalty; Maxim Car; Online Transportation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-938-4_28

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