Abstract:
This study aims to examine and analyze the influence of service quality, price, trust,
and corporate image on satisfaction and customer loyalty in PT. Pos Indonesia
Banjarmasin. Samples were selected by purposive sampling method and after the
outlier test conducted on the 128 respondents, 119 respondents who participated in this
study were obtained. Next, hypothesis testing using SEM-GeSCA was done. The
research result indicates that there are six hypotheses which are significant; namely the
influence of service quality on satisfaction, the influence of service quality on customer
loyalty, the influence of price on satisfaction, the influence of trust on satisfaction, the
influence of corporate image on satisfaction and the influence of satisfaction on
customer loyalty. However, there are three hypotheses that are not significant: the
influence of price on customer loyalty, the influence of confidence on customer loyalty,
and the influence of corporate image on customer loyalty.
Keywords: service quality, price, trust, corporate image, satisfaction, customer loyalty
