Price and e-service quality effects on Gen Z customer loyalty: The mediating role of customer satisfaction in Smartfren internet service provider
Keywords:
Price, E-Service Quality, Customer Satisfaction, Customer Loyalty, PLS-SEM
Abstract
Indonesian Internet Service Providers like Smartfren offer diverse internet package options, addressing the changing lifestyles and consumer preferences of Gen Z in the digital era. The research investigates the impact of price and e-service quality on customer loyalty among Gen Z in Padang City, with customer satisfaction as a mediator. This type of research is descriptive with quantitative methods and the sampling method uses nonprobability sampling type purposive sampling. This descriptive, quantitative research used 155 respondents, collected via Google Form, and processed using Partial Least Squared-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The study reveals that 1) Price and E-Service Quality have a positive but not significant effect on Customer Loyalty 2) Price and E-Service Quality have a positive and significant effect on Customer Satisfaction 3) Customer Satisfaction has a positive and significant effect on Customer Loyalty 4) Price and E-Service Quality have a positive and significant effect on Customer Loyalty through Customer Satisfaction
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References
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2. Akmal, E., Panjaitan, H. P., & Ginting, Y. M. (2023). Service Quality, Product Quality, Price, Promotion, and Location on Customer Satisfaction and Loyalty in CV. Restu. Journal of Applied Business and Technology, 4(1), 39–54.
3. Bai, Y., Jia, S., Wang, S., & Tan, B. (2020). Customer loyalty improves the effectiveness of recommender systems based on complex network. Information, 11(3), 171.
4. Darmawan, D. (2019). The Effect of Customer Satisfaction on Trust and Customer Loyalty. Management & Accounting Research Journal Global, 3(2).
5. Gofur, A. (2019). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 37-44.
6. Indrasari, Meithiana. (2019). Pemasaran dan Kepuasan Pelanggan.
7. Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International journal of data and network science, 6(2), 477-486.
8. Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty. Journal of Internet Commerce, 18(4), 369-394.
9.Khairawati, S. (2020). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science (2147-4478), 9(1), 15-23.
10.Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26.
11. Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
12. Nasib, N. (2021). The Role of Costumer Satisfaction in Mediating the Relationship Between Service Quality and Price on Costumer Loyalty. Enrichment: Journal of Management, 12(1), 400-411.
13. Nida, R. S., Nafsi, F., Husna, U. F., Hikmah, F. P., & Andni, R. (2023). Relevansi Price, Brand Image, Product Quality terhadap Komitmen Konsumen pada Produk Indomie. Jurnal Ekonomi Manajemen Akuntansi Keuangan Bisnis Digital, 2(1), 1-12.
14. Purwianti, L., Agustin, I. N., & Melodya, D. (2023). Analisa Pengaruh Service Quality, Price, Satisfaction, Trust, dan Product Quality terhadap Customer Loyalty Pada UMKM Morning Bakery Di Kota Batam. Jurnal Sains dan Teknologi.
Rakasiwie, B., & Ekasasi, S. R. (2022). Pengaruh E-Service Quality terhadap Kepuasan Penjual Online pada Situs Bukalapak. Com. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 2(2), 173.
15. Sulistyo, A. P. (2020). Mendapatkan word of mouth in social media dan loyalitas dengan digital customer experience. Jurnal Bisnis Dan Manajemen, 7(2).
16. Susilawati, S., Afwa, A., & Puspita, A. (2024). Pengaruh Price, Product Quality, dan E-Service Quality terhadap Customer Satisfaction pada Pembelian Produk Fashion Online di Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 18(1), 38-57.
17. Wirapraja, A., Aribowo, H., & Setyoadi, E. T. (2021). The influence of e-service quality, and customer satisfaction on Go-Send customer loyalty in Surabaya. Indonesian Journal of Information Systems, 3(2), 128-137.
18. Wulandari, D. (2022). Customer Satisfaction as a Priority in Excellent Banking Services. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 27-34.
19. Wulansari, Retno & Sulistiani, Sinta & Fauzi, Rini. (2024). The influence of service quality and price on consumer satisfaction. Journal of Economics and Business Letters.
Published
2025-03-26
How to Cite
Putri, K. A., & Thaib, I. (2025). Price and e-service quality effects on Gen Z customer loyalty: The mediating role of customer satisfaction in Smartfren internet service provider . Marketing Management Studies, 5(1), 108-116. https://doi.org/10.24036/mms.v5i1.600
Section
Articles
