Enhancing Customer Loyalty in PT. Telkom Ternate: The Role of Service Quality and Customer Satisfaction

Abstract

The research was conducted at PT. Telkom Indonesia's branch office at Ternate. This study aims to investigate the role of service quality and customer satisfaction in improving customer loyalty at Telkom Ternate. The study employed a quantitative approach, where the data was collected through a closed questionnaire from 70 Telkom customers who had directly encountered the services. The data results were then analyzed using descriptive analysis and the SmartPLS tool to investigate the relationship between service quality, customer satisfaction, and customer loyalty. The findings show that customer loyalty towards Telkom Ternate is significantly impacted by tangible and reliable aspects of service quality, while responsiveness does not have a significant impact. This study also found that customer satisfaction insignificantly affects customer loyalty and does not mediate the relationship between service quality and customer loyalty. The findings of this study can be utilized by Telkom Ternate to consider the impact of service quality on customer loyalty.