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All Journal Journal of Strategic Marketing and Innovation
Syafiqah Dewi Ramadhani
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Effect of Service Quality, Brand Trust, and Promotion on Customer Loyalty Through Customer Satisfaction at Shopee Indonesia Fathin Aliaa Hamdi; Syafiqah Dewi Ramadhani; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

The purpose of this study is to examine how customer service quality, brand trust, and promotion affect customer loyalty through customer satisfaction. Meanwhile, to analyze the relationship between variables, using partial least squares (PLS). The composite dependability value of the internal consistency test met the parameters. Every indicator variable statement has satisfied the requirements for validity and reliability based on the test results. The hypothesis test with SmartPLS 4.0 show that service quality has an positive indirect effect on customer loyalty, brand trust had a positive and significant indirect effect on customer loyalty, promotion had a positive and significant indirect effect on customer loyalty. The influence of Service Quality on Customer Loyalty through Customer Satisfaction has a postive and significant indirect relationship. The influence of Brand Trust on Customer Loyalty through Customer Satisfaction has a postive and significant indirect relationship. And there is a postive and significant indirect relationship of Brand Trust on Customer Loyalty through Customer Satisfaction.
Analysis Of Factors That Influence Customer Satisfaction In Grab Indonesia Syafiqah Dewi Ramadhani; Fathin Alia Hamdi; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

This study aims to analyze the influence of Customer Experience, Service Quality, and Promotion on customer satisfaction through consumer trust among Grab Indonesia users. This research uses a quantitative approach with primary data collection through online questionnaires. Respondents were selected using purposive sampling, with a total of 105 respondents, 100 of whom used Grab Indonesia, while 5 did not. The entire population was used as the research sample. Data were analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS) with the aid of Smart PLS 4.0.9.3 software. The statistical analysis includes descriptive analysis, convergent and discriminant validity tests, reliability tests (Cronbach’s alpha and composite reliability), variable relationship tests, and hypothesis testing. The results show that Customer Experience positively and significantly affects customer satisfaction through consumer trust in Grab Indonesia. Service Quality also has a significant positive effect, while Promotion does not significantly influence customer satisfaction through consumer trust in Grab Indonesia. It can be concluded that improving customer experience and service quality is crucial to enhancing customer satisfaction in Grab Indonesia. However, there is no significant evidence that increased purchasing decisions will lead to higher customer loyalty.
Co-Authors Dr. Osly Usman, M.Bus Syst Fathin Alia Hamdi Fathin Aliaa Hamdi