Fenomena dalam penelitian ini adalah menurunnya loyalitas pelanggan pada layanan transportasi online Grab yang dipengaruhi oleh kemudahan penggunaan aplikasi, kualitas pelayanan, dan kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kemudahan penggunaan dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna transportasi online Grab Generasi Z di Kabupaten Kuningan. Sampel penelitian sebanyak 190 responden dengan teknik pengumpulan data menggunakan kuesioner melalui Google Form. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan bantuan AMOS 26. Hasil pengujian hipotesis menunjukkan bahwa: (1) Kemudahan Penggunaan berpengaruh signifikan terhadap Loyalitas Pelanggan, (2) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan (3) Kemudahan Penggunaan berpengaruh signifikan terhadap Kepuasan Pelanggan, (4) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, (5) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, (6) Kepuasan Pelanggan mampu memediasi pengaruh Kemudahan Penggunaan terhadap Loyalitas Pelanggan, dan (7) Kepuasan Pelanggan mampu memediasi Pengaruh Kualitas pelayanan terhadap Loyalitas Pelanggan.

The phenomenon in this study is the decline in customer loyalty toward Grab online transportation services, which is influenced by ease of use, service quality, and customer satisfaction. This study aims to determine and analyze the influence of ease of use and service quality on customer loyalty through customer satisfaction among Generation Z users of Grab online transportation in Kuningan Regency. The sample in this study consisted of 190 respondents, and the data collection technique used questionnaires distributed through Google Forms. The data analysis technique used was Structural Equation Modeling (SEM) with the assistance of AMOS 26. The results of hypothesis testing indicate that: (1) ease of use has a significant effect on customer loyalty, (2) service quality has a positive and significant effect on customer loyalty, (3) ease of use has a significant effect on customer satisfaction,(4) service quality has a positive and significant effect on customer satisfaction, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) Customer Satisfaction is able to mediate the effect of Ease of Use on Customer Loyalty., and (7) customer satisfaction is able to mediate the effect of service quality on customer loyalty.