PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DALAM MEMPERTAHANKAN LOYALITAS PADA SPBU DI DAERAH KHUSUS JAKARTA

Abstract

The growth in the number of vehicles in the Jakarta Special Region area has a direct impact on the increasing demand for Fuel Oil (BBM) and the intensity of petrol station services. This condition requires improving the quality of service in order to be able to maintain consumer satisfaction and loyalty. This study aims to analyze the influence of service quality measured through five dimensions (tangible, reliability, responsiveness, assurance, and empathy) and brand image on customer satisfaction and its impact on consumer loyalty of Pertamina petrol stations in the DKJ area. A quantitative approach was used with the distribution of questionnaires to 90 respondents. The analysis was carried out using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method. The results showed that the tangible dimension (TG) was proven to have a significant influence on customer satisfaction, while other variables such as assurance, reliability, responsiveness, and empathy had no real effect. The brand image variable (CM) through customer satisfaction has an influence on customer loyalty Furthermore, customer satisfaction has been shown to play an important role in increasing loyalty. These findings confirm that adequate physical service factors and strong brand image are the main determinants of customer satisfaction and loyalty at Pertamina DKJ petrol stations.