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All Journal Paradoks : Jurnal Ilmu Ekonomi JER
Ronny H. Walean
Faculty of Economics and Business, Universitas Klabat, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Service Quality and Brand Trust as Determinants of Customer Loyalty: Mediating Role of Customer Satisfaction Budi Prasetiyo; Ronny H. Walean; Deske W. Mandagi
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.
The Mediating Role of Satisfaction in the Relationship Between Brand Image, Price, Service Quality, and Digital Marketing on Student Loyalty in Higher Education Biliam Abiyut Nomleni; Ronny H. Walean; Deske W. Mandagi
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 1 (2026): November - Januari
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i1.1978

Abstract

In the increasingly competitive higher education sector, understanding the determinants of student satisfaction and loyalty is essential for institutional sustainability. This study aims to examine the influence of brand image, price, service quality, and digital marketing on student satisfaction and loyalty in a higher education context. The research was conducted at Universitas Klabat with a sample of 370 students selected through a purposive sampling technique. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that brand image, price, and service quality have positive and significant effects on student satisfaction, whereas digital marketing does not. Moreover, brand image, price, service quality, and satisfaction do not exert a significant direct impact on student loyalty. Instead, digital marketing demonstrates a positive and significant direct effect on student loyalty. These results highlight the importance of managing brand perception, pricing strategies, and service quality to enhance student satisfaction, while also emphasizing the crucial role of digital marketing in strengthening student loyalty. Additionally, the study reveals that student satisfaction does not serve as a significant mediator in the relationship between the independent variables and student loyalty. This research contributes to the literature by clarifying the distinct roles of satisfaction and digital engagement strategies in shaping loyalty within higher education institutions.
Co-Authors Biliam Abiyut Nomleni Budi Prasetiyo Deske W. Mandagi