Pengaruh Corporate Image dan Service Excellence terhadap Customer Loyalty melalui Customer Satisfaction pada Perusahaan Distribusi Material Konstruksi

Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Vol. 3 No. 6 (2025): DESEMBER : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan

This study aims to analyze the influence of Corporate Image and Service Quality through Customer Satisfaction on Customer Loyalty at Semen Indonesia distributors in Gresik using the Structural Equation Modeling (SEM) approach. The study population consisted of 102 customers, all of whom were sampled. The results indicate that Corporate Image and Service Quality have a significant influence on Customer Satisfaction. Both variables were also shown to have a significant influence on Customer Loyalty. However, unlike several previous research findings, Customer Satisfaction did not have a significant influence on Customer Loyalty. This finding indicates that in the context of the cement distribution business, customer loyalty is not formed solely from satisfaction, but is more influenced by other factors such as consistent service quality, a strong corporate image, competitive pricing, and long-term business relationships. This study emphasizes the importance of strengthening image and improving service quality as key strategies for maintaining customer loyalty.