<![CDATA[This study aims to analyze the role of Price, Brand Image, and Service Quality on Customer Satisfaction and their implications on Customer Loyalty at PT Zutto Ride Indonesia, the pioneer of emergency road service for motorcycle users in Indonesia. This research employed a quantitative approach using survey method. Data were collected through structured questionnaires distributed to 258 respondents selected via purposive sampling from members who renewed Emergency Road Service membership in 2025. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.1.1.8. The findings reveal that Price, Brand Image, and Service Quality each have a positive and significant effect on Customer Satisfaction, with Service Quality identified as the strongest determinant. Furthermore, all three variables also directly and positively influence Customer Loyalty, while Customer Satisfaction serves as a significant mediating variable in transmitting their effects. The study concludes that improving service quality, strengthening brand image, and applying competitive pricing are the key strategic priorities for PT Zutto Ride Indonesia to enhance customer satisfaction and sustain long-term customer loyalty.]]>
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