<![CDATA[PT. X is a domestic pharmaceutical manufacturer producing pharmaceutical raw materials, specifically sodium chloride (NaCl) with a purity level ranging from 99.0% to 100.5%. The government’s pharmaceutical self-sufficiency program has intensified competition, prompting the need to evaluate factors influencing customer loyalty. This study aims to examine the effects of compliance image, product quality, and service quality on customer satisfaction and their implications for customer loyalty toward PT. X’s NaCl products. A quantitative research approach was employed, and the data were analyzed using SEM-PLS (SmartPLS). The results indicate that compliance image does not significantly affect customer satisfaction (p = 0.143), while product quality has a significant effect (p = 0.000). Service quality does not significantly affect customer satisfaction (p = 0.337). Furthermore, compliance image (p = 0.552) and service quality (p = 0.212) do not significantly influence customer loyalty. Product quality, however, has a significant effect on customer loyalty (p = 0.000). Indirect effect analysis shows that customer satisfaction mediates only the relationship between product quality and customer loyalty (p = 0.029), indicating a partial mediation effect. These findings suggest that product quality is the primary determinant of both customer satisfaction and loyalty. Therefore, PT. X should prioritize maintaining and enhancing product quality while continuing to strengthen compliance image and service quality as part of its business strategy to retain and expand its existing customer base.]]>
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