Faktor yang Mempengaruhi Loyalitas Pelanggan SPBU Pertamina di Jakarta

Main Article Content

Grace Rumondang Ullina Pohan
Cokki Cokki


The purpose of this study is to test the effect of service quality, price perception, and trust directly on customer loyalty or indirectly through customer satisfaction. The population of this study was 100 Pertamina gas station customers in Jakarta. The data collection technique used is convenience sampling by distributing online questionnaires. Data analysis used the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique. The results of this study are service quality and trust affect customer loyalty directly and indirectly through customer satisfaction, but price perceptions can only affect customer loyalty indirectly through customer satisfaction.


Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas pelayanan, persepsi harga, dan kepercayaan terhadap loyalitas pelanggan secara langsung dan tidak langsung melalui kepuasan pelanggan. Populasi dari penelitian ini adalah 100 pelanggan SPBU Pertamina di Jakarta. Teknik pengambilan data yang digunakan adalah convenience sampling dengan menyebarkan kuesioner daring. Data analisis dengan menggunakan teknik Partial Least Square-Structural Equation Modelling (PLS-SEM). Hasil penelitian ini adalah kualitas pelayanan dan kepercayaan mempengaruhi loyalitas pelanggan secara langsung dan secara tidak langsung melalui kepuasan pelanggan, tetapi persepsi harga hanya dapat mempengaruhi loyalitas pelanggansecara tidak langsung melalui kepuasan pelanggan.


Article Details

Author Biographies

Grace Rumondang Ullina Pohan, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Cokki Cokki, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta


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