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All Journal Bulletin of Community Engagement Jurnal Ekonomi, Manajemen, Akuntansi
Budi Prasetiyo
Universitas Telkom, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Social Sciences Other

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The Effect of Service Quality and Price on Customer Loyalty Mediated by Customer Satisfaction at PT Indosat Ooredoo Hutchison in South Jakarta Rizka Rahmadina; Budi Prasetiyo
Bulletin of Community Engagement Vol. 6 No. 1 (2026): Bulletin of Community Engagement
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bce.v6i1.2539

Abstract

This research seeks to examine the influence of service quality and pricing on customer loyalty, while considering customer satisfaction as a mediating variable among prepaid users of PT Indosat Ooredoo Hutchison in South Jakarta. The study is motivated by a decline in the number of customers as well as fluctuating perceptions regarding service quality and pricing, which are assumed to impact customer loyalty. A quantitative research design was applied using a survey method, where data were gathered through questionnaires distributed to prepaid Indosat users. The analysis was conducted using Structural Equation Modeling with a Partial Least Squares (PLS-SEM) approach. The findings reveal that both service quality and price significantly and positively affect customer satisfaction. In addition, customer satisfaction is proven to have a significant positive impact on customer loyalty. Service quality and price also directly influence customer loyalty. Moreover, customer satisfaction is found to act as a significant mediating variable that strengthens the relationship between service quality, price, and customer loyalty. These results suggest that enhancing service quality and implementing pricing strategies that align with customers’ perceived value are essential for increasing both customer satisfaction and loyalty.
Pengaruh Key Opinion Leaders dan Electronic Word of Mouth terhadap Purchase Decision pada Huisaeng Dimsum Made Bagus Paramartha D.W; Budi Prasetiyo
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.10737

Abstract

Di era digital, Key Opinion Leader (KOL) dan Electronic Word of Mouth (e-WOM) menjadi faktor penting dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh KOL dan e-WOM terhadap keputusan pembelian produk Huisaeng Dimsum secara parsial maupun simultan. Metode yang digunakan adalah kuantitatif deskriptif dengan teknik purposive sampling, melibatkan 385 responden Gen Z dan Milenial awal di Bandung. Analisis data dilakukan dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa KOL (77,9%) dan e-WOM (78,9%) berada pada kategori baik serta berpengaruh signifikan terhadap keputusan pembelian (76,3%). Kesimpulannya, KOL dan e-WOM memiliki kontribusi positif dalam membentuk minat dan keyakinan konsumen untuk membeli produk Huisaeng Dimsum.
Co-Authors Made Bagus Paramartha D.W Rizka Rahmadina