The Role of Customer Trust in Building Customer Loyalty among Online Transportation Users: The Influence of On-Time Delivery and Perceived Security

Abstract

However, previous studies have mostly examined service attributes and loyalty directly, while the mechanism through which operational reliability and security perception build loyalty through customer trust remains insufficiently explored in online transportation contexts. This study aims to analyze the influence of On-Time Delivery and Perceived Security on Customer Loyalty with Customer Trust as a mediating variable among Gojek users in Padang City. This study employed a quantitative approach using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 based on data collected from 160 respondents. The results indicate that On-Time Delivery and Perceived Security significantly influence Customer Trust, while Customer Trust significantly affects Customer Loyalty. Furthermore, Customer Trust mediates the relationship between service reliability, security perception, and customer loyalty. This study contributes by integrating operational reliability and digital security perception into a trust-based loyalty model, providing insights into how online transportation providers can strengthen customer relationships through consistent and secure service experiences.