Pengaruh Service Convenience terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi (Survei pada Pelanggan Pengguna Aplikasi PosAja! di Kota Bandung)

Abstract

This study aims to analyze the effect of service convenience on customer loyalty through customer satisfaction among users of the PosAja! application in Bandung. The research employed a descriptive and verificative method with a quantitative approach. Data were collected through questionnaires distributed to 374 respondents who are members of the PT Pos Indonesia community on Facebook.. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 24 for Windows. The results show that service convenience, customer satisfaction, and customer loyalty are all at a high category. Service convenience was proven to have an influence on customer loyalty through customer satisfaction as a mediating variable. These findings emphasize that improving service convenience in aspects of access, transactions, decision-making, benefits, and post-benefits can strengthen customer satisfaction and customer loyalty among PosAja! application users.