<![CDATA[This study aims to analyze the effect of service quality and price on customer loyalty, with customer satisfaction as a mediating variable, among Generation Z customers who use JNE Express in Purworejo Regency. This study employs a quantitative approach using a survey method. The population consists of Generation Z customers who use JNE Express services in Purworejo Regency. The sampling technique used is accidental sampling, with a total sample of 155 respondents. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. The results show that service quality has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty. In contrast, price has no significant effect on either customer loyalty or customer satisfaction. Furthermore, customer satisfaction mediates the effect of service quality on customer loyalty but does not mediate the effect of price on customer loyalty. These findings indicate that increasing customer loyalty among JNE Express customers is more effectively achieved through improving service quality that creates customer satisfaction rather than through pricing strategies.]]>
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