PENGARUH KEPUASAN TERHADAP LOYALITAS PELANGGAN MELAUI KETERIKATAN PELANGGAN

The aim of the research was to explore the influence of  customer satisfaction and customer engagement on customer loyalty. The sample in this study was 738 airport bus customers from 4 cities (Jakarta, Bandung, Pontianak, and Mataram), The statistical method to test the hypothesis in this study is Partial Least Squares – Structural Equation Modeling (PLS-SEM) by using the application SmartPLS Version 3.3.3. This study results that customer satisfaction has a direct positive effect on customer loyalty, customer engagement has a direct positive effect on customer loyalty, customer satisfaction has a direct positive effect on customer engagement, and customer engagement mediates the effect of satisfaction on customer loyalty. The mediating variable of customer engagement is partial mediatio