Pengaruh Harga, Kualitas Pelayanan, dan Kualitas Produk terhadap Loyalitas Pelanggan melalui kepuasan pelanggan PT Gasatek Bintang Nusantara

Abstract

This study aims to examine the effect of price, service quality, and product quality on customer loyalty through customer satisfaction PT Gasatek Bintang Nusantara. This research employs a quantitative approach with a total sample of 200 respondents. Prior to the main analysis, an instrument test was conducted using 30 questionnaires to ensure the validity and reliability of the data. Furthermore, the data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method based on the determined sample. The results indicate that price and product quality have a significant effect on customer satisfaction, while service quality does not have a significant effect. In addition, product quality and customer satisfaction significantly influence customer loyalty, whereas price and service quality do not have a direct effect on customer loyalty. Indirectly, price and product quality affect customer loyalty through customer satisfaction.