The Influence of Service Quality on Customer Loyalty Through Customer Satisfaction in Bus Suites Class Services of PT Tri Star Melawi (TSM) Pontianak – Nanga Pinoh Route
DOI:
https://doi.org/10.55927/ijbae.v5i3.44Keywords:
Service Quality, Customer Loyalty, Customer Satisfaction.Abstract
This study examines the impact of Service Quality on Customer Loyalty via Customer Satisfaction in the bus service of Suites Class PT Tri Star Melawi (TSM) on the Pontianak–Nanga Pinoh route. The sample size is 150 participants, and the research method employed is associative quantitative. The Partial Least Square–Structural Equation Modeling (PLS-SEM) approach is employed in data analysis, with the support of SmartPLS. The study's findings suggest that Customer Satisfaction is significantly and positively influenced by Service Quality. Customer Satisfaction has a significant effect on Customer Loyalty, while Service Quality also has a significant effect on Customer Loyalty. Furthermore, service quality has a substantial impact on customer loyalty by influencing customer satisfaction, as evidenced by a T-Statistic value of 6.879 and a P-Value of 0.001. The R-Square value indicates that Service Quality is capable of accounting for 39.5% of Customer Satisfaction and 57.6% of Customer Loyalty through Customer Satisfaction and Service Quality.
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