Anteseden Kepuasan Pelanggan serta Dampaknya Terhadap Loyalitas Pelanggan pada SPBU Shell Jakarta

Abstract

The high demand for fuel in Indonesia, largely driven by the transportation sector, has encouraged Shell gas stations to innovate in service and product quality. Although Shell is known for its strong brand reputation, fuel quality issues at Pertamina gas stations-such as adulteration-have prompted many customers to switch to Shell. This study shows that customers are increasingly considering fuel quality and customer service in selecting a gas station. Additionally, challenges in the Shell Go+ loyalty program have become a key factor in retaining customers in competitive market. This research aims to analyze the influence of brand image and customer experience on customer loyalty, with customer satisfaction as mediating variable, at Shell gas stations in Jakarta. The sample consists of Jakarta residents who have purchased and used Shell fuel at least twice a month. The sampling technique used accidental sampling, with 110 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that brand image as a positive and significant effect on both customer loyalty and customer satisfaction. Likewise, customer experience positively and significantly affects customer loyalty and satisfaction. Finally, customer satisfaction significantly mediates the relationship between brand image and customer experience on customer loyalty.