Analysis of Service Quality on Customer Satisfaction and Loyalty at Pertamina Gas Stations (A Study at SPBU 34-15405 Ciputat)
Abstract
This study examines the influence of service quality on customer satisfaction and customer loyalty at a Pertamina gas station (34-15405) in Ciputat. Using a quantitative approach, data were collected from 30 respondents through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). All measurement indicators demonstrated strong validity and reliability, with outer loadings above 0.70 and satisfactory values of Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted. The structural model shows that service quality has a significant positive effect on customer satisfaction (β = 0.804; p < 0.001) and customer loyalty (β = 0.686; p < 0.001). The model explains 64.6% of the variance in customer satisfaction and 47.0% in customer loyalty. These findings indicate that consistent operational performance, transaction accuracy, clarity of information, and staff responsiveness are key drivers of customer satisfaction, which subsequently contributes to loyalty formation. However, customer loyalty still appears to be influenced by external factors such as location convenience and competing promotions. The study concludes that enhancing service quality remains crucial for strengthening customer satisfaction and establishing sustainable customer loyalty in the fuel retail service sector.
Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Pertamina Gas Station.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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