The Effect of City Image and Perceived Value on Loyalty Through Satisfaction As a Mediating Variable (Study on Suroboyo Bus Users)

Abstract

The development of sustainable public transportation has become an important issue in supporting urban mobility and shaping city image, particularly through innovative services such as the Suroboyo Bus in Surabaya. This study aims to analyze the effect of city image and perceived value on loyalty, with satisfaction as a mediating variable. This research employs a quantitative approach with a causal design using a survey method on Suroboyo Bus users. The sample was determined using purposive sampling, involving 220 respondents. Data were collected through a Likert-scale questionnaire and analyzed using path analysis based on Structural Equation Modeling (SEM) with AMOS. The results indicate that city image and perceived value have a significant effect on loyalty, and perceived value has a significant effect on satisfaction, while city image does not significantly affect satisfaction. In addition, satisfaction has a significant effect on loyalty but does not act as a significant mediating variable. These findings highlight that user satisfaction and perceived value are key factors in building loyalty. This study provides practical implications for public transportation managers in improving service quality and theoretical contributions to the development of loyalty models.