PENGARUH SERVICE QUALITY, PRICE PERCEPTION, DAN PERCEIVED EASE OF USE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA MAXIM
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This study aims to analyze the influence of service quality, price perception, and perceived ease of use on customer loyalty, with customer satisfaction as a mediating variable, among Maxim service users in DKI Jakarta. The research was conducted from February to July 2025 using a quantitative approach and purposive sampling technique, involving 210 respondents. Data were collected through an online questionnaire and analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software.The results show that service quality, price perception, and perceived ease of use have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction significantly influences customer loyalty. However, price perception does not have a significant direct effect on customer loyalty. In addition, customer satisfaction is proven to mediate the relationship between the three independent variables and customer loyalty. These findings indicate that Maxim user loyalty is not solely determined by price, but also by the quality of service and ease of use of the application.
Penelitian ini bertujuan untuk menganalisis pengaruh service quality, price perception, dan perceived ease of use terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada pengguna layanan Maxim di DKI Jakarta. Penelitian dilaksanakan pada Februari hingga Juli 2025 dengan pendekatan kuantitatif dan teknik purposive sampling, melibatkan 210 responden. Pengumpulan data dilakukan melalui kuesioner online, dan analisis data menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa service quality, price perception, dan perceived ease of use berpengaruh positif dan signifikan terhadap customer satisfaction. Sementara itu, customer satisfaction berpengaruh signifikan terhadap customer loyalty. Namun, price perception tidak berpengaruh langsung secara signifikan terhadap customer loyalty. Selain itu, customer satisfaction terbukti memediasi hubungan antara ketiga variabel bebas terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa loyalitas pengguna Maxim tidak hanya ditentukan oleh harga, tetapi juga oleh kualitas layanan dan kemudahan penggunaan aplikasi.
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