"Not long after Uber left the business in Indonesia in 2018, increasing numbers of ride-hailing users in Indonesia have been dominated by Go-Jek and Grab. These two companies attracted more than 100 million users who download their applications. This research aims to uncover which dominant factors influence customer loyalty in ride-hailing service in Surabaya, East Java, Indonesia. Using questionnaires from 400 participants in Surabaya, East Java, Indonesia, data were collected through simple random sampling, and then processed by using SPSS 25.00. This research applies seven models of service quality, which help the companies, both Go-Jek and Grab, to be competitive. service benefit, price, corporate image, system quality, consumer (or customer) satisfaction, and consumer loyalty. This study finds that the price factor has a dominant influence on customer loyalty.

Keywords: Service Quality, Service Benefit, Price, Corporate Image, System Quality, Consumer Satisfaction, Consumer Loyalty, Ride Hailing Service, Consumer Behavior"