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All Journal Kajian Ilmu Sosial
Suhendar Sulaeman
Management Program, Faculty of Economics and Business, Universitas Muhammadiyah Jakarta
Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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DETERMINANTS OF CONSUMER SATISFACTION AND LOYALTY AMONG WULING CONSUMERS IN JABODETABEK Dwi Anggraini; Suhendar Sulaeman; Agus Nurudin; Liza Nora
Kajian Ilmu Sosial Vol. 7 No. 1 (2026): KAIS: Kajian Ilmu Sosial
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/kais.7.143-58.31925

Abstract

The purpose of this study is to analyze the influence of Service Quality, Product Quality, Price, and Promotion on Consumer Satisfaction to increase Consumer Loyalty at PT. SGMW Wuling. This study uses primary data with questionnaires as the research instrument. Questionnaires were distributed to all Wuling car users in the Jabodetabek region. The sample was taken from Wuling car users in the South Jakarta area with as many as 100 respondents. The method of analysis and hypothesis testing used PLS (Partial Least Square) path analysis, with calculations performed using the smartPLS version 3.0 program, while the sample selection was conducted using the random sampling method. The results indicate that service quality, promotion, and price have significant positive effects on customer satisfaction, while product quality has no significant effect. Furthermore, service quality, product quality, and price significantly influence customer loyalty, whereas promotion and customer satisfaction do not have a significant direct effect on customer loyalty. However, customer satisfaction serves as a significant mediating variable, strengthening the relationships between service quality, product quality, promotion, and price with customer loyalty
Co-Authors Agus Nurudin Dwi Anggraini Liza Nora