Oktaviani Ashari, . (2025) PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DIMEDIASI CUSTOMER SATISFACTION PADA SPBU PERTAMINA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study is a quantitative research that aims to identify, analyze, and prove the influence of service quality and brand image, both directly and indirectly, on customer loyalty with customer satisfaction as a mediating variable. The study uses 135 respondents who are customers of SPBU Pertamina (Pertamina gas stations) that are active in the Administrative City of Jakarta, aged over 17 years, and have previously visited SPBU Pertamina as its primary data, while secondary data are obtained from various references relevant to the research. The statistical tool used in this study is SmartPLS. This research employs descriptive and inferential analysis approaches. The results show that: (i) Service Quality does not have a significant effect on Customer Loyalty, (ii) Brand Image has a significant effect on Customer Loyalty, (iii) Customer Satisfaction has a significant effect on Customer Loyalty, (iv) Customer Satisfaction significantly mediates the relationship between Service Quality and Customer Loyalty, (v) Customer Satisfaction significantly mediates the relationship between Brand Image and Customer Loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111088] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Suharyati] [Ketua Penguji: Prasetyo Hadi] |
| Uncontrolled Keywords: | Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | OKTAVIANI ASHARI |
| Date Deposited: | 25 Mar 2026 02:54 |
| Last Modified: | 25 Mar 2026 02:54 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41571 |
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