Service Quality Its Influence on Customer Loyalty Go-Jek in Denpasar City

— 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%. %.