The aim of the study was to analyze the factors
that affect customer satisfaction and their impact on
customer loyalty at Kimia Farma Pharmacy in the
Jabodetabek area. Researchers used Partial Least Square
(PLS) as a technique to analyze the measurement and
structural. The type of research is descriptive
quantitative with direct survey method involving 135
Google Form respondents.
The results of this study indicate that all four
variables, such as price perception, brand image, brand
trust, and e-service quality have a direct positive and
significant influence on customer loyalty. Brand image
has a positive and significant impact on customer
satisfaction, while price perception, brand trust, and E-
service quality have no effect on customer satisfaction.
Customer satisfaction has a direct positive and significant
effects on customer loyalty. The results of the indirect test
show that all independent variables (X) through
mediation (Z) have a positive and significant influence on
the dependent variable (Y). The implications of this
research for the Kimia Farma Pharmacy in the
Jabodetabek area are to increase price affordability, pay
attention to consumer trust, and improve the quality of
Kimia Farma Mobile services, as these variables will have
an impact on customer loyalty.
Keywords : Price Perception, Brand Image, Brand Trust, E- Service Quality, Customer Satisfaction, Customer Loyalty.