Pengaruh service quality terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi (Studi toko jam ONTIME di Kota Palembang)

Yohanes, Jonathan (2026) Pengaruh service quality terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi (Studi toko jam ONTIME di Kota Palembang). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study examines how service quality influences customer loyalty through customer satisfaction at ONTIME watch stores in Palembang. Service quality is measured using the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. A quantitative approach was applied using a Likert-scale questionnaire distributed to customers with prior purchase or service experience; data were analyzed using PLS-SEM in SmartPLS 4. The results indicate that perceived service quality is generally favorable, accompanied by relatively high levels of customer satisfaction and customer loyalty. Service quality has a positive and significant effect on both customer satisfaction and customer loyalty, and customer satisfaction likewise positively affects customer loyalty. Thus, customer satisfaction mediates the relationship between service quality and customer loyalty. Multi-group analysis suggests that the pattern of relationships is broadly consistent across branches, implying that strengthening and standardizing service quality is crucial for sustaining customer satisfaction and customer loyalty in ONTIME’s retail operations.

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