PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA INDUSTRI OUT-OF-HOME ADVERTISING)

Dini Indriyani, . (2026) PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA INDUSTRI OUT-OF-HOME ADVERTISING). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The present study investigates the roles of service quality and customer trust in shaping customer loyalty, with customer satisfaction acting as a mediating variable, within the Out-of-Home Advertising (OOH) industry in Jakarta. The study was initiated in response to the rapid expansion of the OOH sector, which has not necessarily been followed by a corresponding improvement in customer retention and long-term loyalty. Moreover, previous empirical findings have reported mixed results concerning the relationships among service quality, trust, satisfaction, and loyalty, creating a need for further investigation. A quantitative survey design was employed, involving 140 OOH service users in Jakarta selected through purposive sampling. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the support of SmartPLS 4 software. The findings demonstrate that both service quality and customer trust contribute positively and significantly to customer loyalty. Customer satisfaction was also found to exert a significant positive influence on loyalty. In addition, customer satisfaction serves as an intermediary mechanism through which service quality and customer trust enhance customer loyalty. These findings enrich the relationship marketing literature, particularly within the OOH context, while also providing practical implications for OOH companies seeking to strengthen customer relationships through improved service performance, enhanced trust, greater customer satisfaction, and sustainable loyalty development.

Item Type: Thesis (Tesis)
Additional Information: [No Panggil : 2410121022] [Pembimbing 1 : Prasetyo Hadi] [Pembimbing 2 : Alfatih Sikki Manggabarani] [Penguji 1 : Maria Assumpta Wikantari] [Penguji 2 : Ranila Suciati]
Uncontrolled Keywords: service quality, customer trust, customer satisfaction, customer loyalty, out-of-home advertising
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: DINI INDRIYANI
Date Deposited: 27 Aug 2026 06:41
Last Modified: 27 Aug 2026 06:41
URI: http://repository.upnvj.ac.id/id/eprint/53210

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