Exploring Customer Loyalty In Xanh SM West Jakarta: The Impact Of Price Perception, Service Quality, And Customer Satisfaction

Abstract

The purpose of this study is to analyze the influence of price perception and service quality on customer loyalty of Xanh SM in West Jakarta, with customer satisfaction as a mediating variable. This research uses a quantitative method with a total of 301 respondents. Non-probability sampling with purposive sampling was employed to select participants based on specific criteria, namely respondents from the West Jakarta area who had used Xanh SM taxi services within the past five months. The results of the study show that: (1) price perception has a positive and significant effect on customer satisfaction, (2) price perception has a positive and significant effect on customer loyalty, (3) service quality has a positive and significant effect on customer satisfaction, (4) service quality has a positive and significant effect on customer loyalty, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) customer satisfaction mediates the effect of service quality on customer loyalty, and (7) customer satisfaction mediates the effect of price perception on customer loyalty.