Analisis Riset Pemasaran Untuk Mengetahui Pengaruh Kuliatas Pelayanan SBPP dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada PT Pelindo Marine Service

Abstract

The research was carried out at PT Pelindo Marine Service specializing in integrated maritime services.

This study is empirically oriented with an emphasis on the role of service quality in customer satisfaction

and loyalty. It used a quantitative method with the descriptive approach and the data was collected using

questionnaires given to 30 respondents. Results showed that service quality significantly affected customer

loyalty, and thereby, customer satisfaction does not significantly mediate the effect of service quality on

customer loyalty. Accordingly, as the literature suggests, with service quality improvement, customer

satisfaction need not be a mediator for increase in loyalty.