The Effect of Service Quality and Product Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable at PT Permodalan Nasional Madani Jakarta Branch

R Ratih Kania Dewi; A. Dewantoro Marsono

doi:10.55927/ijis.v5i10.83

Authors

R Ratih Kania Dewi Perbanas Institute
A. Dewantoro Marsono Perbanas Institute

DOI:

https://doi.org/10.55927/ijis.v5i10.83

Keywords:

Service Quality, Product Quality, Customer Satisfaction, Customer Loyalty, SEM-PLS

Abstract

This study aims to analyze the effect of service quality and product quality on customer loyalty through customer satisfaction as an intervening variable at PT Permodalan Nasional Madani Jakarta Branch. This research is motivated by the decline in the customer retention rate of PT Permodalan Nasional Madani Jakarta Branch in 2025, indicating the need to pay greater attention to factors that may influence the sustainability of the relationship between the company and its customers. In addition, previous studies have shown inconsistent findings regarding the effects of service quality and product quality on customer loyalty, both directly and indirectly through customer satisfaction as an intervening variable. This study employs a quantitative approach using explanatory research with a causal design. The population consists of active customers of PT Permodalan Nasional Madani Jakarta Branch, with a sample of 200 respondents selected using non-probability sampling with a purposive sampling technique. Primary data were collected through questionnaires using a five-point Likert scale. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The research variables consist of service quality and product quality as independent variables, customer satisfaction as an intervening variable, and customer loyalty as the dependent variable. This study is expected to provide empirical evidence regarding the relationships among service quality, product quality, customer satisfaction, and customer loyalty at PT Permodalan Nasional Madani Jakarta Branch. Practically, the findings are expected to provide input for management in improving service quality and product quality in order to strengthen customer satisfaction and loyalty.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Budianto, & Salim, A. (2024). Pengaruh Kualitas Layanan dan Kualitas Produk terhadap Loyalitas melalui Kepuasan Nasabah pada PT. Permodalan Nasional Madani Cabang Bojonegoro. Jurnal Ilmiah Perbanas, 8(1), 76–89.

Dewi, R. K., & Arifin. (2025). Pengaruh Produk dan Layanan terhadap Loyalitas lewat Mediasi Kepuasan. Jurnal Manajemen Pascasarjana Perbanas, 12(2), 102–115.

Ester, dkk. (2025). Analisis mediasi kepuasan pelanggan pada kualitas layanan industri keuangan. Perbanas Institutional Repository, 45–58.

Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Riyadi, S. (2022). Manajemen Kualitas Pelayanan Jasa Keuangan Mikro. PT RajaGrafindo Persada.

Safriani, & Siregar. (2024). Pengaruh Kualitas Layanan, Kualitas Produk dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Perbankan. Jurnal Manajemen & Akuntansi, 10(3), 210–225.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.