Abstract:
PD. Toko Enam Sembilan is a printing company located in Pontianak, West
Kalimantan. In the last few years, this company has faced challenges in increasing
sales targets and loss some of its loyal customers. This research aimed to identify
the factors that influenced customer loyalty through customer satisfaction.
Quantitative method with descriptive analysis is used. The sampling method used
was purposive sampling, specifically targeting customers of PD. Toko Enam
Sembilan. A total of 219 respondents were successfully obtained as samples. The
application used to process data is SmartPLS 3. The findings of this study revealed
that the price perception, product quality, and service quality variables has a
significant influence on customer satisfaction, and customer satisfaction has a
significant impact on customer loyalty. Furthermore, product quality has
significantly influence customer loyalty through the mediation of customer
satisfaction. Meanwhile, price perception and service quality variables has
insignificantly influence on customer loyalty through the mediation of customer
satisfaction.
