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Budi Prasetiyo, Budi
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Service Quality and Brand Trust as Determinants of Customer Loyalty: Mediating Role of Customer Satisfaction Prasetiyo, Budi; Walean, Ronny H.; Mandagi, Deske W.
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.1995

Abstract

Service quality and public trust in government institutions have become pivotal themes in modern marketing discourse, particularly as citizens demand greater efficiency and transparency in public service delivery. This study aims to examine the contribution of service quality and brand trust to customer loyalty, with customer satisfaction as a mediating variable, in the context of the One-Stop Integrated Service Center (PTSP) at the Directorate General of Customs and Excise. Employing a quantitative survey design, data were collected from 85 PTSP service users through purposive sampling. The data were analyzed using structural equation modeling (SEM) to test the hypothesized relationships among variables. The results reveal that service quality and brand trust do not have a significant direct effect on user loyalty. However, customer satisfaction mediates the relationship between service quality and customer loyalty. These findings highlight that enhancing service quality remains essential to increasing satisfaction, which, in turn, drives loyalty among public service users. The study contributes to the growing literature on public sector marketing by underscoring the mediating role of satisfaction and by suggesting the development of stronger brand trust strategies to sustain long-term user engagement in government service context.
Co-Authors Afrizal Rizqi Pranata, Afrizal Rizqi Ahmad Roziqin, Ahmad Aisy, Salsabila Rahadatul Aji Purwinarko, Aji Alamsyah - Amidi Amidi, Amidi Anggraini, Tasya Fitria Anggyi Trisnawan Putra Ardila Rahma, Rana Aziz, Alif Abdul Azura, Amberia Narfi Bachtiar, Muhammad Irgi Bambang Widjajanta, Bambang Bayuaji, Hibatullah Zamzam Tegar Beta Noranita Biyantoro, Arell Saverro D.W, Made Bagus Paramartha Deske W. Mandagi Didimus Tanah Boleng Dinova, Dony Benaya Endang Sugiharti, Endang Fachrezi, Farhan Rifa Fadhilah, Muhammad Syafiq Fadlil, Affan Fajriati, Nafa Fata, Muhamad Nasrul Fata, Muhamad Nasrul Ferninda, Varin Fikri Mohamad Rizaldi Fitria, Yunita Fitriana, Jevita Dwi Hakim, Ade Anggian Hakim, M Faris Al Hakim, M. Faris Al Hakim, Roshan Aland Hani Fitria Rahmani Ilham Maulana Jhonatan, Edward Jumanto Jumanto , Jumanto Jumanto Jumanto, Jumanto Jumanto Unjung KA, Cecep Bagus Suryadinata Korina, Nanda Putri Leo nardo Lestari , Apri Dwi Lestari, Apri Dwi Lestari, Fitri Duwi Lintang, Irendra M. Faris Al Hakim Makrina Tindangen Maulidia Rahmah Hidayah, Maulidia Rahmah Much Aziz Muslim Muhammad Sugiharto Mukhlisin, Ahmad Munahefi, Detalia Noriza Mustaqim, Amirul Muzayanah, Rini Naufal Zuhdi, Hamzah Ndruru, Toni Krisman Nelly, Fredy Kusuma Nendya, Bima Nicko, Robertus Nikmah, Tiara Lailatul Nina Fitriani, Nina Ningsih, Maylinna Rahayu Nisa, Intan Khairun Niswah Baroroh Partini, Emilia Paundra, Fajar Pertiwi, Dwika Ananda Agustina Pradana, Fadli Dony PRASETYO, ERWIN Pratama, Muhammad Hasbi Puspo Dewi Dirgantari Rachmawati, Eka Yuni Rachmawati, Eka Yuni Rahmat Gernowo Ramadhian, M. Arief Rahman Ratih Hurriyati Riesnandar, Edi Ristiawati, Monika Riza Arifudin Robianty, Nenden Sondari Rofik Rofik, Rofik S.Pd. M Kes I Ketut Sudiana . Sadid, Moh Naufal Salsabila, Malika Putri Saparina, Iska Ayu Saputra, Angga Riski Dwi Satriawan, Grace Yudha Satrio Ardiansyah, Adi Seivany, Ravenia Septian, M Rivaldi Ali Subhan Subhan Sulastri, Ai Syaharani, Reisya Triyadi, Indra Vember, Hilda Wahyu, Aufa Azfa Walean, Ronny H. Yahya Nur Ifriza Yosza Dasril Yulia Nur Hasanah