The Effect of Service Quality and Customer Satisfaction on Customer Loyalty at Petrol Station in Non-Subsidized Areas in Medan City

Abstract

Dalam lanskap ritel bahan bakar yang sangat kompetitif, keunggulan kualitas layanan menjadi salah satu faktor utama yang menentukan keberlanjutan usaha. Penelitian ini bertujuan untuk menganalisis bagaimana dimensi kualitas layanan dan kepuasan konsumen dapat memperkuat loyalitas pelanggan, khususnya pada area pengisian bahan bakar nonsubsidi di SPBU 11.201.101 Medan. Dengan melibatkan 120 responden melalui desain penelitian kuantitatif, data primer dikumpulkan menggunakan instrumen kuesioner berskala Likert. Proses analisis data dilakukan dengan mengintegrasikan perangkat lunak SPSS dan SmartPLS, yang mencakup serangkaian pengujian mulai dari uji validitas dan reliabilitas hingga analisis jalur. Hasil penelitian menunjukkan bahwa standar layanan yang tinggi berkontribusi secara signifikan dalam meningkatkan kepuasan dan loyalitas pelanggan. Selain itu, kepuasan pelanggan terbukti memiliki pengaruh langsung terhadap loyalitas sekaligus berperan penting sebagai variabel mediasi. Optimalisasi ketepatan layanan, keramahan petugas, serta penampilan profesional operator terbukti mampu memperkuat pengalaman positif konsumen secara signifikan. Sebagai rekomendasi strategis, manajemen perlu memprioritaskan pengembangan profesionalisme layanan guna menciptakan keunggulan kompetitif yang berkelanjutan.

Within the highly competitive fuel retail landscape, the excellence of service delivery acts as a primary determinant for business sustainability. This research aims to investigate how service quality dimensions and consumer satisfaction can consolidate customer loyalty, specifically within the non-subsidized fueling area of SPBU 11.201.101 Medan. By involving 120 participants through a quantitative research design, primary information was gathered using Likert-scale questionnaire instruments. The data evaluation process was conducted through the integration of SPSS and SmartPLS software, encompassing a series of tests ranging from validity and reliability to path analysis. Empirical findings demonstrate that high service standards contribute significantly to fostering both visitor satisfaction and loyalty. Furthermore, customer satisfaction was identified as having a direct influence on loyalty and performing a crucial mediating function. Optimization of service accuracy, staff friendliness, and the professional appearance of operators proved to significantly strengthen the positive consumer experience. As a strategic recommendation, management should emphasize the development of service professionalism to create a sustainable competitive advantage.