Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan

The Influence of Service Quality and Customer Satisfaction on Customer Loyalty

Abstract

This study analyzes the effects of service quality and customer satisfaction on customer loyalty at PT Andalan Mobilitas Pratama, Kemang, South Jakarta. An explanatory quantitative survey was conducted involving 33 customers who transacted from 10 May to 10 June 2026 using incidental/convenience sampling. Data were collected through a Likert-scale questionnaire and analyzed with SPSS 27 using validity, reliability, classical-assumption tests, multiple linear regression, t-tests, F-test, and coefficient of determination. Service quality had a positive and significant effect on customer loyalty (t=5.193; p<0.001), while customer satisfaction also had a positive and significant effect (t=2.284; p=0.030). Simultaneously, both variables significantly affected loyalty (F=27.891; p<0.001). The R² value of 0.650 indicates that service quality and customer satisfaction explain 65.0% of the variation in customer loyalty. These findings emphasize the importance of consistent service, responsive handling, accurate information, and fulfillment of customer expectations in strengthening loyalty.