Abstract:
Purpose - This research aims to examine the influence of service quality, brand
image, and price toward customer loyalty mediated by customer satisfaction on
Alfagift users in Greater Jakarta.
Design/Method - This study applied quantitative research methods by developing
a questionnaire as a research instrument and then collecting data using a purposive
sampling technique. A total of 278 data were collected from people in Greater
Jakarta. The data collected in this study were analyzed using Partial Least Squares
Structural Equation Model (PLS-SEM).
Findings - All hypotheses in this study are accepted, means all factors of
customer loyalty have significant influences. Service quality influences customer
satisfaction, brand image influences customer satisfaction, price influences
customer satisfaction, and customer satisfaction influences loyalty.
Practical Implications - It is important to learn that service quality, brand image,
and price are strong variables that influence customer satisfaction, which, in turn,
can affect customer loyalty. Alfagift can improve service quality by investing in
employee training, establishing strong customer feedback mechanisms, and
providing timely customer service. Brand image must be strengthened by
consistent branding, excellent customer experiences, and effective marketing
strategies. Policymakers should keeping competitive and equitable pricing to
improve customer perceptions of value and satisfaction. These aspects help to
increase overall consumer satisfaction and loyalty.
