Yusril Nur Alfiansyah (1), Rizky Eka Febriansah (2), Misti Hariasih (3)
General Background Customer loyalty is a strategic factor for business sustainability, particularly in retail sectors facing intense competition. Specific Background Traditional retail businesses such as UD. Haji Nur rely heavily on pricing strategies and service quality to retain customers in local markets. Knowledge Gap Previous studies show inconsistent findings regarding the mediating role of customer satisfaction in the relationship between price, service quality, and customer loyalty. Aims This study examines customer loyalty in relation to price and service quality, with customer satisfaction as an intervening variable at UD. Haji Nur. Results Using a quantitative approach and SEM-PLS analysis on data from 100 respondents, the findings indicate that price and service quality are positively associated with customer loyalty and customer satisfaction, while customer satisfaction also demonstrates a significant association with loyalty and mediates both relationships. Novelty This research provides empirical evidence from a long-established traditional retail agent context, highlighting customer satisfaction as a central mechanism. Implications The findings offer practical insights for traditional retailers in managing pricing and service strategies to sustain customer loyalty and support long-term business continuity.
Keywords:
Price, Service Quality, Customer Satisfaction, Customer Loyalty, Traditional Retail
Key Findings Highlights
Pricing and service dimensions are consistently associated with repeat purchasing behavior.
Satisfaction functions as a central mediating mechanism in customer retention.
Traditional retail agents demonstrate loyalty dynamics similar to modern retail contexts.
[1] D. Faraoni, J. Meier, H. V. New, P. J. Van Der Linden, and B. J. Hunt, “Patient Blood Management for Neonates and Children Undergoing Cardiac Surgery: 2019 NATA Guidelines,” Journal of Cardiothoracic and Vascular Anesthesia, vol. 33, no. 12, pp. 3249–3263, Dec. 2019, doi: 10.1053/j.jvca.2019.03.036.
[2] M. A. Surianto, M. Setiawan, S. Sumiati, and S. Sudjatno, “Cause-Related Marketing Campaigns and Repurchase Intentions: The Mediating Role of Brand Awareness, Consumer Attitude, and Corporate Image,” Management Science Letters, pp. 3235–3242, 2020, doi: 10.5267/j.msl.2020.6.015.
[3] R. Nuraeni, A. Eldine, and L. Muniroh, “Service Quality and Customer Satisfaction Toward Customer Loyalty,” Manager: Journal of Management Science, vol. 2, no. 4, p. 487, Dec. 2020, doi: 10.32832/manager.v2i4.3795.
[4] B. T. Khoa, T. D. Nguyen, and V. T. T. Nguyen, “Factors Affecting Customer Relationship and Repurchase Intention of Designed Fashion Products,” Journal of Distribution Science, vol. 18, no. 2, pp. 17–28, 2020, doi: 10.15722/jds.18.2.20202.17.
[5] F. Anggraini and A. Budiarti, “Price, Promotion, and Service Quality Toward Customer Loyalty Mediated by Customer Satisfaction,” Jurnal Pendidikan Ekonomi (JUPE), vol. 8, no. 3, pp. 86–94, Sep. 2020, doi: 10.26740/jupe.v8n3.p86-94.
[6] R. S. D. Saputri, “Service Quality and Price Toward Grab Customer Loyalty in Semarang,” Coverage: Journal of Strategic Communication, vol. 10, no. 1, pp. 46–53, Sep. 2019, doi: 10.35814/coverage.v10i1.1232.
[7] L. Purwianti, I. N. Agustin, D. Melodya, and Universitas Internasional Batam, “Service Quality, Price, Satisfaction, Trust, and Product Quality Toward Customer Loyalty of SMEs,” Journal of Science and Technology, vol. 4, no. 3, 2023, doi: 10.55338/saintek.v5i1.1029.
[8] W. P. Ariyanti, H. Hermawan, and A. Izzuddin, “Price and Location Toward Customer Satisfaction,” Publik: Journal of Human Resource Management, Administration, and Public Services, vol. 9, no. 1, pp. 85–94, Feb. 2022, doi: 10.37606/publik.v9i1.257.
[9] S. Sinollah, S. M. Wahida, and N. Khoiriyah, “Product Quality, Price, and Service Quality Toward Customer Satisfaction of Mobile Phones,” Journal of Islamic Business and Entrepreneurship, vol. 1, no. 1, pp. 1–6, Aug. 2022, doi: 10.33379/jibe.v1i1.1596.
[10] F. Tjiptono, Service Management: Creating Excellent Service, 2nd ed., Yogyakarta, Indonesia: Andi Offset, 2016.
[11] T. Mulyati and A. B. D. Putri, “Factors Predicting Purchasing Decisions of Muslim Fashion Products During the COVID-19 Pandemic,” Capital: Journal of Economics and Management, vol. 4, no. 1, p. 66, Aug. 2020, doi: 10.25273/capital.v4i1.7359.
[12] R. Kurniawan and M. A. Auva, “Customer Satisfaction, Service Quality, and Price Value Toward Customer Loyalty,” Jesya: Journal of Economics and Business, vol. 5, no. 2, pp. 1479–1489, Jun. 2022, doi: 10.36778/jesya.v5i2.711.
[13] D. Lemy, E. Goh, and J. Ferry, “Moving Out of the Silo: Service Quality Innovation and Customer Loyalty in Indonesian Hotels,” Journal of Vacation Marketing, vol. 25, no. 4, pp. 462–479, Oct. 2019, doi: 10.1177/1356766718819658.
[14] A. K. R. N. Ichsan, “Service Quality and Customer Satisfaction at PT Jasa Raharja Medan,” Journal of Social and Humanities Education Research, vol. 6, no. 1, pp. 54–57, Jun. 2021, doi: 10.32696/jp2sh.v6i1.729.
[15] V. D. R. Safavi, “Service Quality and Brand Image Toward Prepaid Card Customer Satisfaction,” Jurnal Manajemen, vol. 13, no. 1, 2021.
[16] S. Rahayu and S. T. Faulina, “Digital Customer Experience in Creating Customer Satisfaction and Loyalty,” Jesya: Journal of Economics and Sharia Economics, vol. 5, no. 1, pp. 1–13, Jan. 2022, doi: 10.36778/jesya.v5i1.568.
[17] N. N. Sari, S. Utami, and R. N. Bambang, “Service Quality and Customer Satisfaction Toward Customer Loyalty in Traditional Markets,” JIMEK: Journal of Economics Students, vol. 2, no. 1, p. 20, Jul. 2019, doi: 10.30737/jimek.v2i1.413.
[18] A. Winata and B. Prabowo, “Price, Facilities, and Service Quality Toward Customer Loyalty with Satisfaction as Intervening Variable,” Journal of Islamic Economics and Business Studies, vol. 3, no. 4, pp. 810–822, 2022.
[19] A. F. Flores, E. S. Saldanha, and M. Vong, “Customer Satisfaction as a Mediator Between Service Quality and Customer Loyalty,” Timor Leste Journal of Business and Management, vol. 2, pp. 56–65, Sep. 2020, doi: 10.51703/bm.v2i2.22.
[20] A. F. Sholikhah and H. Hadita, “Service Quality, Product Quality, and Price Toward Customer Loyalty Through Satisfaction,” Jurnal Economina, vol. 2, no. 2, pp. 692–708, Feb. 2023, doi: 10.55681/economina.v2i2.352.
[21] T. P. Sudarmo and T. Sudarwanto, “Service Quality and Price Toward Customer Loyalty at PT Pos Indonesia,” BIMA: Journal of Business and Innovation Management, vol. 3, no. 2, pp. 199–212, Feb. 2021, doi: 10.33752/bima.v3i2.5482.
[22] F. Tjiptono, Marketing Strategy: Principles and Applications, 1st ed., Yogyakarta, Indonesia: Andi, 2019.
[23] P. Kotler and G. Armstrong, Principles of Marketing, 13th ed., Jakarta, Indonesia: Erlangga, 2016.
[24] N. G. Woen and S. Santoso, “Service Quality, Product Quality, Promotion, and Price Toward Customer Satisfaction and Loyalty,” Jurnal Maksipreneur, vol. 10, no. 2, p. 146, Feb. 2021, doi: 10.30588/jmp.v10i2.712.
[25] P. Kotler and K. L. Keller, Marketing Management, 15th ed., New Jersey, USA: Pearson Prentice Hall, 2016.
[26] J. Griffin, Customer Loyalty: Growing and Sustaining Customer Loyalty, Jakarta, Indonesia: Erlangga, 2016.
[27] D. J. Priansa, Consumer Behavior, Bandung, Indonesia: Alfabeta, 2017.
[28] P. Kotler and K. L. Keller, Marketing Management, 16th ed., Ohio, USA: Pearson, 2016.
[29] M. A. Molle, S. I. Mandey, C. Kojo, “Customer Satisfaction and Loyalty at Royal’s Resto and Function Hall,” Jurnal EMBA, vol. 7, no. 1, pp. 871–880, 2019.
[30] Sugiyono, Quantitative, Qualitative, and R&D Research Methods, Bandung, Indonesia: Alfabeta, 2015.
[31] N. Atikha et al., “Organizational Commitment as an Intervening Variable,” Economics and Business, vol. 1, no. 2, pp. 1–16, 2024.
[32] B. Al-Jabari and I. Ghazzawi, “Organizational Commitment: A Review of Conceptual and Empirical Literature,” International Journal of Human Resource Studies, 2019.
[33] A. Septian, T. Cahyo, L. Tulhusnah, and T. D. Pramitasari, “Service Quality and Location Toward Customer Loyalty with Satisfaction as Intervening Variable,” Journal of Student Entrepreneurship, vol. 1, no. 6, pp. 1234–1248, 2022.
[34] J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed., Thousand Oaks, CA, USA: Sage, 2022.
[35] N. Muazaroh, R. E. Febriansah, and L. Indayani, “Price, Product Quality, and Service Quality Toward Consumer Satisfaction,” Ekonomis: Journal of Economics and Business, vol. 8, no. 2, p. 1832, Sep. 2024, doi: 10.33087/ekonomis.v8i2.1775.
[36] N. F. Anggraeni and M. Hariasih, “Taste, Service Quality, and Price Toward Customer Satisfaction,” Innovative Technologica: Methodical Research Journal, vol. 1, no. 3, p. 15, Jan. 2024, doi: 10.47134/innovative.v1i3.62.