The Effect Of Service Quality, Facilities, And Trust On Loyalty With Customer Satisfaction As An Intervening Variable At Pt Sarana Mandiri Sejahtera Abadi
Keywords:
Service Quality, Facilities, Trust, Satisfaction, LoyaltyAbstract
This study is motivated by a 20.6% decline in the number of customers at PT Sarana Mandiri Sejahtera Abadi in 2024, indicating a decrease in customer loyalty. The objective of this research is to analyze the influence of service quality, facilities, and trust on customer loyalty, both directly and indirectly through customer satisfaction as an intervening variable. A quantitative research approach was employed, using a survey method by distributing questionnaires to 97 customers. The data were analyzed using Partial Least Squares (PLS) to examine causal relationships between variables. The results show that service quality and trust have a positive and significant effect on both customer satisfaction and loyalty. However, facilities have a positive but insignificant effect on satisfaction and loyalty. Customer satisfaction is proven to mediate the relationship between service quality and trust with loyalty. These findings highlight the importance of improving service quality and building trust to maintain customer loyalty.
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