Abstract
This study aims to determine the effect of service quality on customer satisfaction, the effect of product quality on customer satisfaction, the effect of customer satisfaction on customer loyalty, the effect of service quality on customer loyalty, the effect of product quality on customer loyalty, the effect of service quality on customer loyalty through the satisfaction variable. customers, the effect of product quality on customer loyalty through satisfaction variables. This research was conducted at PT. Balrich Logistik Jakarta by involving 98 customers of the company. Data analysis used path analysis with Partial Least Square (PLS) model with t test. Based on the results of data analysis, it is obtained that service quality has no significant effect on customer loyalty, product quality has a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, service quality significantly affects customer satisfaction, product quality has a significant effect on customer satisfaction, the indirect effect of service quality on customer loyalty through customer satisfaction is greater than the direct effect and the indirect effect of product quality on customer satisfaction through customer satisfaction is greater than the direct effect.
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