Electronic Journal of Education.
Social Economics and Technology Vol.
No.
2, .
, pp.
Article ID: 899 ISSN 2723-6250 .
DOI: https://doi.
org/10.
33122/ejeset.
Research Article The Influence of Service Quality and Customer Satisfaction on Customer Loyalty in Freight Forwarding Services of CV.
Citra Surya Abadi Pontianak Izham Al Qori*, and Samsuddin Faculty of Economic and Business.
Universitas Muhammadiyah Pontianak.
Pontianak.
Indonesia, 78123 *Corresponding Author: 201310238@unmuhpnk.
id | Phone: 62 896-9423-9734
ABSTRACT
This study aims to analyze the influence of service quality and customer satisfaction on customer loyalty in the freight forwarding services of CV.
Citra Surya Abadi Pontianak.
This research uses an associative quantitative approach with 100 respondents selected using a purposive sampling technique.
Data were collected through questionnaires, interviews, and field observations.
The results of multiple regression analysis show the equation Y = 1.
226XCA 0.
425XCC with a correlation coefficient (R) of 0.
619, indicating that the relationship is in the strong category.
The coefficient of determination (RA) of 38.
3% indicates that customer loyalty is influenced by service quality and customer satisfaction by 3%, while the remaining 61.
7% is influenced by other factors outside this study.
The F test results show that service quality and customer satisfaction simultaneously have a positive and significant effect on customer loyalty.
The partial t test results show that service quality and customer satisfaction each have a positive and significant effect on customer In conclusion, service quality and customer satisfaction make a real contribution to increasing customer loyalty at CV.
Citra Surya Abadi Pontianak.
This study recommends the need for continuous improvement of service quality and customer satisfaction to maintain loyalty.
Future research is expected to add other variables so that the results are more comprehensive.
Keywords: Service Quality.
Customer Satisfaction.
Customer Loyalty.
Pontianak
INTRODUCTION
Currently, the freight forwarding industry in Indonesia is experiencing rapid growth.
This is in line with the increasing trading activities and the communityAos need to distribute goods to various regions.
This condition creates great opportunities for expedition companies to continue to grow and compete in providing the best services to customers.
Land freight forwarding companies in Indonesia now range from small local-scale businesses to large international companies with branch networks in various countries.
CV.
Citra Surya Abadi is one of the land freight forwarding companies that seeks to meet the public's need for goods The company provides shipping services for various types of goods, ranging from daily necessities such as clothing and textiles to consumer goods and even large capacity shipments.
With the vision of providing friendly, fast, safe, and quality services.
CV.
Citra Surya Abadi is committed to maintaining customer satisfaction.
In an increasingly competitive industry, maintaining customer loyalty becomes its own challenge.
One effort that can be made is to build and manage customer loyalty optimally.
Customer loyalty has a long-term positive impact because loyal customers tend to continue using delivery services on an ongoing basis.
Initially, customers are consumers who try the services or products of a company.
This relationship develops through mutually beneficial cooperation between the service provider and the user.
If no mutually beneficial relationship is established, the interaction will only be a one-time transaction with no continuity in the future.
CV.
Citra Surya Abadi Pontianak itself is one of the land freight forwarding companies that is currently growing rapidly.
This company is located at Jalan Budi Utomo No.
Batulayang Subdistrict.
North Pontianak District, and has a Business Identification Number 1003220055327.
In the midst of increasingly fierce competition.
CV.
Citra Surya Abadi continues to innovate to be able to compete with similar companies.
This is because customers tend to compare various aspects such as shipping rates between expedition companies before deciding to use certain services.
At the beginning of its establishment.
CV.
Citra Surya Abadi only served small-scale shipments to Ketapang Regency.
However, over time, its service coverage has now expanded to include all regencies in West Kalimantan Province.
This research was conducted to analyze the extent to which service quality and customer satisfaction influence customer loyalty in the freight forwarding services of CV.
Citra Surya Abadi.
Based on this background, the researcher is interested Page 1 of 8 Qori & Samsuddin Electronic Journal of Education.
Social Economic and Technology.
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, pp.
Article ID: 899 in conducting a study with the title AuThe Influence of Service Quality and Customer Satisfaction on Customer Loyalty in Freight Forwarding Services of CV.
Citra Surya Abadi Pontianak.
Ay The researcher chose this company because its location is easily accessible to customers and the company is open in providing the required data.
The research results are expected to provide useful information for CV.
Citra Surya Abadi to continuously improve service quality, customer satisfaction, and customer loyalty.
In the past three years.
CV.
Citra Surya Abadi has experienced fluctuations in revenue, as can be seen from the revenue earned by CV.
Citra Surya Abadi during 2022Ae2024.
The following is the revenue table for CV.
Citra Surya Abadi over the past three years:
Table 1.
Revenue Data for 2022Ae2024 CV.
Citra Surya Abadi Year Revenue Amount Percentage Rp.
Rp.
7,55%
Rp.
-7,04%
Source: CV.
Citra Surya Abadi, 2024 Based on the data in Table 1, it can be seen that in 2023 the revenue of CV.
Citra Surya Abadi increased by 7.
compared to 2022.
This shows positive growth in that period.
However, in 2024, the companyAos revenue actually decreased 04% compared to the previous year.
This decline is suspected to have occurred because more similar freight forwarding companies have emerged, giving consumers more alternatives in choosing delivery services they trust.
To face this competition, the company must be able to create new business opportunities by continuously improving service quality to attract customer interest and create satisfaction that encourages them to remain loyal to using the delivery services of CV.
Citra Surya Abadi.
Based on interviews with the owner of CV.
Citra Surya Abadi, fluctuations in the number of shipments so far are closely related to the level of customer satisfaction.
Customers who feel satisfied with the service tend to return to using CV.
Citra Surya AbadiAos delivery services so that the shipping volume increases.
Conversely, if customers feel dissatisfied, they are likely not to use the service again and switch to other freight forwarding providers, which ultimately impacts the decline in the number of shipments.
In an increasingly competitive freight forwarding industry, service quality becomes an important factor that influences customersAo decisions to continue using a companyAos services.
Majid et al.
define service quality as the completeness of service features that can meet customer needs and provide satisfaction.
Similarly.
Dzikra .
emphasizes that service quality does not only depend on the final result but also on a strategic work system involving all organizational elements.
Service quality is considered good if it can meet or even exceed customer expectations (Ningsih, 2022.
Anggoman et al.
Restiani & Ardiansyah .
affirm that services received exceeding expectations will foster an ideal perception of Therefore, companies like CV.
Citra Surya Abadi need to maintain speed, accuracy, and service friendliness to retain customers in a competitive market.
Meanwhile, customer satisfaction plays an important role as a bridge between service quality and loyalty.
Nugraha & Sumadi .
explain that satisfaction arises when customer experiences match or even exceed their expectations.
Farizky et al.
and Silvia et al.
also emphasize that satisfaction is formed from the comparison between perceived performance and expectations.
According to Kotler & Keller .
, satisfaction is reflected in feelings of pleasure or disappointment after evaluating the services received.
In essence, satisfaction is the foundation for building long-term relationships and winning market competition (Rohaeni & Marwa, 2.
Customer loyalty is the final result of good service quality and maintained satisfaction.
Molinillo et al.
describe loyalty as beneficial behavior, such as repeat purchases and word-of-mouth recommendations.
Masili et al.
also interpret loyalty as customersAo tendency to use services consistently.
Loyalty is formed through satisfaction and positive customer experiences (Kolonio & Soepono, 2.
, making it an important strategy for the sustainability of a business amid competition (Fariscka & Tartiani, 2.
Research conducted by Septyarani & Nurhadi .
shows that service quality has a positive and significant influence on customer loyalty and that service quality positively and significantly affects customer loyalty through customer satisfaction in Shopee Xpress freight forwarding services in Surabaya City.
Meanwhile, the research conducted by Anjani & Hersusetiyati .
shows that the influence of service quality on customer loyalty is not significant, while the variable of customer satisfaction significantly affects customer loyalty.
RESEARCH METHOD
Type of Research This research uses an associative approach, which aims to identify the relationship between two or more variables (Siregar.
This study aims to analyze the relationship and effect of Service Quality and Customer Satisfaction on Customer Loyalty in the Freight Forwarding Services of Cv.
Citra Surya Abadi Pontianak.
Page 2 of 8 Qori & Samsuddin Electronic Journal of Education.
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Article ID: 899 Data Collection Techniques The data used in this research consist of primary data and secondary data.
Primary data were obtained through interviews, questionnaires, and observation.
According to Sugiyono .
, primary data sources are those that directly provide data to data collectors.
Interviews were conducted with the owner of CV.
Citra Surya Abadi Pontianak to obtain information relevant to the research focus.
Meanwhile, questionnaires were distributed to customers who had used the services of CV.
Citra Surya Abadi at least twice.
In addition, observation techniques were also employed to support field data.
The secondary data in this research include the Revenue Data for 2022Ae2024 of CV.
Citra Surya Abadi.
Population and Sample The population in this study comprises all customers of CV.
Citra Surya Abadi in Pontianak.
The determination of the sample size uses the Rao Purba formula.
To determine the number of samples when the total population is unknown, the Rao Purba formula is used (Sujarweni, 2.
Based on the calculation, the minimum sample size obtained is 96 respondents.
to avoid undesirable responses, this study uses 100 respondents.
The sampling technique applied is purposive sampling, which is a sampling technique based on specific considerations (Sugiyono, 2.
The criteria for respondents are customers who decided on their own to use the services of CV.
Citra Surya Abadi in Pontianak and have used the services at least Research Variables & Measurement Scale The research variables consist of independent and dependent variables.
The independent variables are Service Quality (X.
and Customer Satisfaction (X.
, while the dependent variable is Customer Loyalty (Y).
Measurement of the variables uses a Likert Scale.
According to Sugiyono .
, the Likert scale is used to measure attitudes, opinions, and perceptions of an individual or group regarding social phenomena.
Respondents provide answers on a scale from 1 to 5 with the following categories: Strongly Disagree .
to Strongly Agree .
Data Analysis Technique The data analysis technique in this study is conducted in several stages: instrument testing through validity and reliability using the CronbachAos Alpha coefficient, where the instrument is declared valid if r count > r table (Siregar, 2.
and reliable if rCACA > 0.
6 (Siregar, 2.
Next, classical assumption tests are carried out, including normality testing using the Kolmogorov-Smirnov method (Siregar, 2.
, linearity testing with the Test for Linearity (Ghozali, 2.
, and multicollinearity testing by examining the Tolerance value (>0.
and VIF (<.
(Ghozali, 2.
The main analysis uses multiple linear regression to determine the effect of the independent variables.
Service Quality (XCA) and Customer Satisfaction (XCC), on the dependent variable.
Customer Loyalty (Y), with the regression equation Y = CAXCA CCXCC e (Sugiyono, 2.
The relationship between variables is analyzed using the correlation coefficient (Siregar, 2.
, and the contribution of their influence is tested through the coefficient of determination (RA) (Siregar, 2.
Finally, the significance test is conducted using the F test for simultaneous effects (Siregar, 2.
and the t test for partial effects (Siregar, 2.
RESULTS AND DISCUSSION
1 Test Research Instruments 1 Validity Test The validity test is conducted to assess the extent to which the statement items in the questionnaire are able to measure the intended variables.
The test is carried out by correlating the score of each item with the total score, then compared with the r table value.
With a sample size of 100 .
f = .
and a significance of 0.
05, the r table is 0.
The results of the validity test for each statement in the variable can be seen in Table 2.
Variable Service Quality (X.
Table 2.
Validity Test Results Indicators r value X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
Page 3 of 8 r table Description Valid Qori & Samsuddin Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 899 Customer Satisfaction (X.
Customer Loyality (Y) X1.
X1.
X1.
X1.
X1.
X1.
X1.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
Valid Valid Source: Processed Data, 2025 Based on the results of the validity test conducted on the variables shown in Table 2, it is known that all statement items on each variable have a r calculated value greater than the r table value of 0.
Therefore, all statement items on each variable are valid and suitable for use as research instruments.
2 Reliability Test The reliability test aims to measure the extent to which the statement items in the questionnaire are reliable as a measuring In this study, the Cronbach's Alpha method is used, with the minimum limit of reliability set at a value of 0.
60 to state that the tested items are considered consistent and reliable.
The test results for each variable can be seen in Table 3.
Variable Service Quality (X.
Customer Satisfaction (X.
Customer Loyality (Y) Source: Processed Data, 2025 Table 3.
Reliability Test Results CronbachAos Alpha Description Reliable Based on the results of the validity test for each variable shown in Table 3, the Cronbach's Alpha value> 0.
60 is obtained.
Thus, it can be concluded that all items used to measure each variable in the study are reliable and can be used in the study.
2 Classic Assumption Test 1 Normality Test The normality test aims to determine whether the data in the study is normally distributed.
The test is conducted using the Kolmogorov-Smirnov method, and the results are presented in Table 4.
Table 4.
Normality Test Results Test N (Sampl.
Test Statistic Asymp.
Sig.
-taile.
Source: Processed Data, 2025 Value Based on the normality test results presented in Table 4, the Asymp.
Sig.
-taile.
value of 0.
This value is greater than the normality significance level of 0.
05, so it can be concluded that the data in this study are normally distributed and fulfill the assumption of normality.
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Article ID: 899 2 Linearity Test The linearity test is conducted to ensure a linear relationship between the independent and dependent variables.
The test uses the Test for Linearity method, with the results presented in Table 5.
Table 5.
Result of Linearity Description Variable Deviation from Linearity Customer Loyality * Service Quality Customer Loyality * Customer Satisfaction Source: Processed Data, 2025 Linear Based on the results of the linearity test between the independent and dependent variables presented in Table 5, the significance value of Deviation from Linearity> 0.
05 is obtained, so it can be concluded that the relationship between the two variables is linear.
3 Multicollinearity Test The multicollinearity test aims to detect a high correlation between independent variables in the regression model, which can disturb the coefficient estimation and reduce the accuracy of the model.
The results of the analysis using SPSS are shown in Table 6.
Table 6.
Multicollinearity Test Results Variable Service Quality Customer Satisfaction Dependent Variable: Customer Loyality Source: Processed Data, 2025 Tolerance VIF Based on the multicolonierity test results shown in Table 6, the test results can be described as follows:
The Service Quality variable (X.
has a Tolerance value of 0.
867 which is greater than 0.
And has a VIF value of 153 which is less than 10.
The Customer Satisfaction variable (X.
has a Tolerance value of 0.
867 which is greater than 0.
And has a VIF value 153 which is less than 10.
Based on the explanation described above and when referring to the basis for decision making which states that the Tolerance value is above 0.
10 and VIF is below 10.
00, it can be concluded that there are no symptoms of multicollinearity between the two independent variables in this study.
3 Multiple Linear Regression Analysis The multiple regression analysis is used to evaluate the simultaneous and partial influence of several independent variables on the dependent variable, as well as build a predictive model that explains the relationship between variables.
The regression coefficient results are shown in Table 7.
Table 7.
Multiple Linear Regression Analysis Results Research Variable Coefficients (Constan.
Service Quality Customer Satisfaction Dependent Variable : Customer Loyality Source: Processed Data, 2025 T Statistic Significance Value Based on the results of multiple regression analysis test results shown in Table 7, the multiple linear regression coefficient equation can be made and the following results are obtained:
Y = 1.
226 X1 0.
425 X2
The constant .
459, which means that if the Service Quality (X.
and Customer Satisfaction (X.
variables are Then Customer Loyalty (Y) will increase by 1.
459 units.
The regression coefficient value .
on the Service Quality variable (X.
226 with a positive direction, indicating that each one unit increase in Service Quality will cause an increase of 0.
226 in Customer Loyalty.
The regression coefficient value .
on the Customer Satisfaction variable (X.
425 with a positive direction, indicating that each one unit increase in Customer Satisfaction (X.
will cause an increase of 0.
425 in Customer Loyalty.
4 Correlation Coefficient Analysis (R) The correlation coefficient is used to measure the strength and direction of the relationship between two or more variables.
In this study, the Product Moment technique is used to calculate the correlation coefficient.
The test results are presented in Table 8.
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Article ID: 899 Table 8.
Correlation Coefficient Test Results (R) Model R Square Adjusted R Square Predictors: (Constan.
Customer Satisfaction.
Service Quality Dependent Variable: Customer Loyality Source: Processed Data, 2025 Std.
Error of the Estimate Based on the correlation coefficient test results presented in Table 8, the correlation coefficient (R) value is 0.
This value indicates that the relationship between the Service Quality and Customer Satisfaction variables to Customer Loyalty is in the strong category, this is because the value is in the range of 0.
5 Analysis of the Coefficient of Determination ycya Based on the results of the coefficient of determination (RA) test shown in Table 8, the R-Square value is 0.
This means that the variables of Service Quality and Customer Satisfaction in explaining their influence on Customer Loyalty are 38.
Meanwhile, the remaining 61.
7% is influenced by other variables not examined in this study.
6 Simultaneous Test (F Tes.
Simultaneous test (F tes.
aims to evaluate whether all independent variables together have a significant influence on the dependent variable.
The results of the analysis using SPSS can be seen in Table 9.
Table 9.
Simultaneous Test Results (F Tes.
Model Sum of Squares Mean Square Regression Residual Dependent Variable: Customer Loyality Predictors: (Constan.
Customer Satisfaction.
Service Quality Source: Processed Data, 2025 Significance Based on the results of simultaneous hypothesis test (F tes.
shown in Table 9, the calculated F value is 30.
078> F table value of 3.
In addition, the resulting significance value is 0.
000 <0.
05 significance level.
Thus, it can be concluded that the variables of Service Quality and Customer Satisfaction simultaneously have a positive and significant influence on Customer Loyalty.
7 Partial Test .
Tes.
The partial test .
aims to assess the influence of each independent variable individually on the dependent variable based on the predetermined hypothesis.
Partial test results using SPSS are shown in Table 10.
Table 10.
Partial Test Results .
Tes.
Research Variable Coefficients (Constan.
Service Quality Customer Satisfaction Dependent Variable: Customer Loyality Source: Processed Data, 2025 t Statistic Significance Value Based on the partial hypothesis test results .
shown in Table 10, the calculated t value will be compared with the t table value, which is 1.
The results of the partial t test shown in Table 9 can be explained as follows:
The t value of the Service Quality variable (X.
740> t table of 1.
660 and a significance value of 0.
000 <0.
05, it can be concluded that Ho is rejected and Ha is accepted.
So it can be interpreted that Service Quality partially has a positive and significant influence on Customer Loyalty.
The t value of the Customer Satisfaction (X.
variable count is 4.
967> t table of 1.
660 and a significance value of 0.
<0.
05, it can be concluded that Ho is rejected and Ha is accepted.
So it can be interpreted that Customer Satisfaction partially has a positive and significant influence on Customer Loyalty.
DISCUSSION
The Influence of Service Quality on Customer Loyalty The results of this study show that service quality has a positive and significant influence on customer loyalty.
Basically, customers will feel comfortable and appreciated when the service they receive meets or even exceeds their expectations.
Fast, responsive, friendly, and uncomplicated service will create a positive impression that makes customers reluctant to Page 6 of 8 Qori & Samsuddin Electronic Journal of Education.
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Article ID: 899 switch to other service providers.
This finding is in line with the research by Ernaawati et al.
Handayani et al.
and Munthalib et al.
which also show that service quality has a positive and significant effect on customer loyalty.
This is also in accordance with conditions in the field, where many customers choose to stay because they feel well-treated and their needs are prioritized.
The Influence of Customer Satisfaction on Customer Loyalty The results of this study also confirm that customer satisfaction has a positive and significant influence on loyalty.
Customers who feel satisfied usually will continue to use the same products or services because they feel that their needs and expectations have been well met.
This satisfaction often fosters a sense of trust, making customers less likely to be tempted to switch to competitors.
This finding is in line with the research by Ardiansyah et al.
Asror et al.
and Desri et al.
which show that customer satisfaction has a positive and significant effect on loyalty.
In other words, if companies are able to maintain customer satisfaction consistently, then the likelihood of customers remaining loyal will be even greater.
CONCLUSION
Based on the results of this study, it can be concluded that service quality and customer satisfaction both have a positive and significant influence on customer loyalty in the freight forwarding services of CV.
Citra Surya Abadi Pontianak.
This finding is reflected in the statistical analysis results, which show a fairly strong relationship with a correlation coefficient (R) of 0.
Meanwhile, the coefficient of determination (RA) of 38.
3% indicates that nearly half of the variation in customer loyalty can be explained by service quality and customer satisfaction, while the remaining percentage is influenced by other factors not examined in this study.
The F test proves that both variables simultaneously have a significant effect, and the t test results show that each variable also has a significant partial influence.
In terms of practical contribution, the company can use these research findings as a basis for improving service quality, starting from punctual delivery, staff friendliness, to the speed of handling customer complaints.
In addition, customer satisfaction should remain a top priority through continuous service improvements to ensure that customers continue to trust and do not switch to other freight forwarding As a suggestion, the company is expected to carry out regular evaluations and service innovations in order to compete in the increasingly competitive freight forwarding industry.
For future research, it is recommended to add other variables, such as customer trust or price factors, to provide a broader picture of what influences customer loyalty in the freight forwarding sector.
ACKNOWLEDGEMENTS
The author sincerely expresses gratitude to CV.
Citra Surya Abadi Pontianak for the cooperation and data support that greatly contributed to the smooth implementation of this research.
The author also extends thanks to the Supervising Lecturer and the entire academic community of Universitas Muhammadiyah Pontianak for their guidance, input, and moral support, which enabled this research to be completed well.
It is hoped that the results of this research will provide benefits and serve as useful input for all relevant parties.
REFERENCES