ABSTRACT
The purpose of this study was to determine the impact of selected marketing constructs (perceived value, customer satisfaction, brand image, customer engagement, and trust) towards customer loyalty in the context of GrabBike, an online taxi transportation company in Jakarta. Data sampling for this study was purposive sampling via a questionnaire of 180 respondents. The methods for the data analysis was Structural Equation Modeling (SEM) using SmartPLS 2.0. The research has shown the impact of customer engagement, customer satisfaction, perceived value, and consumer trust toward customer loyalty are significant, and supported, while brand image have no significant effect.
