Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan di SPBU 11.201.101 pada Area Non-Subsidi Kota Medan

Abstract

With increasing competition in the fuel retail industry, service quality has become a key factor in attracting and retaining customers. This study analyzes the influence of service quality and customer satisfaction on customer loyalty at SPBU 11.201.101 in the non-subsidized area of Medan City. A quantitative approach was used, employing a survey method with 120 respondents who are customers of SPBU 11.201.101. Data collection was conducted through a questionnaire measuring service quality, customer satisfaction, and customer loyalty using a Likert scale. Data analysis was performed using SPSS, including validity tests, reliability tests, multiple regression, and path analysis. The results show that service quality significantly influences both customer satisfaction and customer loyalty. Additionally, customer satisfaction has a direct and significant impact on customer loyalty. Service quality also indirectly affects customer loyalty through customer satisfaction as a mediating variable. These findings highlight that improving service quality, especially in terms of service accuracy, operator friendliness, and appearance standards, can enhance customer satisfaction and loyalty at SPBU. The implications of this study suggest that SPBU should focus on raising service standards and emphasizing operator professionalism to improve the customer experience.