Customer Satisfaction sebagai Mediator Customer Loyalty dari Service Quality, CRM, dan Brand Image

Gabriella Angelin Widjaya (Universitas Tarumanagara)
Tommy Setiawan Ruslim (Universitas Tarumanagara)

Jurnal Manajerial Dan Kewirausahaan
Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan

Penelitian ini bertujuan untuk menganalisis pengaruh dari service quality, customer relationship management (CRM), dan brand image terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada PT. Semoga Jaya Transpot. Metode yang diambil dalam penelitian ini adalah pendekatan kuantitatif melalui distribusi kuesioner kepada 200 konsumen yang sudah memanfaatkan layanan dari PT. Semoga Jaya Transpot. Proses analisis data dilakukan dengan menggunakan teknik Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan service quality, customer relationship management, dan brand image berpengaruh positif dan signifikan terhadap customer satisfaction. Kemudian, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Customer satisfaction juga terbukti memediasi pengaruh customer relationship management dan brand image terhadap customer loyalty, namun tidak memediasi pengaruh service quality terhadap customer loyalty. Serta, service quality dan brand image berpengaruh positif dan signifikan terhadap customer loyalty, sedangkan customer relationship management tidak berpengaruh signifikan terhadap customer loyalty. Temuan ini menegaskan tentang pentingnya perusahaan untuk dapat terus dan senantiasa meningkatkan kualitas layanan, menjalin hubungan emosional yang baik dengan konsumen, dan menciptakan reputasi merek yang baik untuk mempertahankan serta meningkatkan kesetiaan pelanggan di sektor transportasi dan logistik yang saat ini semakin kompetitif. This study aims to analyze the influence of service quality, customer relationship management (CRM), and brand image on customer loyalty with customer satisfaction as a mediating variable at PT. Semoga Jaya Transpot. The method used in this study is a quantitative approach through the distribution of questionnaires to 200 consumers who have used the services of PT. Semoga Jaya Transpot. The data analysis process was carried out using the Partial Least Square–Structural Equation Modeling (PLS-SEM) technique. The results of the study indicate that service quality, customer relationship management, and brand image have a positive and significant effect on customer satisfaction. Then, customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction is also proven to mediate the effect of customer relationship management and brand image on customer loyalty, but does not mediate the effect of service quality on customer loyalty. Also, service quality and brand image have a positive and significant effect on customer loyalty, while customer relationship management has no significant effect on customer loyalty. These findings emphasize the importance of companies to continuously improve service quality, establish good emotional relationships with consumers, and create a good brand reputation to maintain and increase customer loyalty in the transportation and logistics sector which is currently increasingly competitive.