quantitative research. The population consists of the company’s customers who have used the company’s

objectives are achieved efficiently and effectively (Shinta, 2011: 3).

Marketing targets are carried out by the company to achieve customer satisfaction. One of the factors that can

satisfy customers is service quality. The service can be in the form of building appearance, parking facilities,

security guard friendliness, Customer Service appearance, friendliness in serving, clarity of information, service

speed, the price offered, and ease of contacting the available contacts.

Globalization has an impact on the increasingly intense development of the business world today. The

increasingly rapid development and competition require companies to create new innovations in order to

maintain customer loyalty. One of the things that companies need to pay attention to is maintaining customer

loyalty. This is highly dependent on the satisfaction of both existing and new customers. Good and satisfying

service will make customers become regular and loyal customers. Customers also do not hesitate to incur large

and integrity.” Customer trust affects customer satisfaction. Customer satisfaction indicates a customer’s trust in

the company. The correlation between trust and customer satisfaction has a significant value. The theoretical and

empirical explanations describe that customer satisfaction is a consequence of customer trust in the company.

Kotler (Rifa’i, 2019:89) states that quality is a measure of an overall assessment of the level of a good service,

in order to generate customer trust. Previous empirical studies have found that one of the factors influencing

customer trust is service quality, as stated by Kandampuly et al. (Rifa’i, 2019:89). Good service quality will

affect customer trust in the brand. Customer trust in the brand will be perceived positively by customers if the

services provided are in accordance with expectations. From the theoretical and empirical explanations, it is

clear that customer trust will be perceived positively by customers if the service quality provided is considered

good by customers; therefore, if the same is applied by banking institutions, namely providing good services to

with Customer Satisfaction as a Mediating Variable.” The results of the study indicate that service quality has a

positive and significant effect on customer satisfaction, and that service quality and customer satisfaction have

a positive and significant effect on customer loyalty at Lila Tour and Travel.

Mahendra & Indriyani (2018) examine “The Effect of Customer Trust on Customer Satisfaction at CV Mitra

Perkasa Utomo.” Based on the research results and discussion, it can be concluded that there is an effect of

customer trust on customer satisfaction in oil products at CV Mitra Perkasa Utomo. Graha & Wardana (2016)

also examine “The Effect of Service Quality on Customer Satisfaction and Customer Loyalty at Hardy’s

Negara.” The results of the study indicate that the service quality provided by Hardy’s Negara has a positive and

significant effect on customer satisfaction and customer loyalty.

Furthermore, Lorensia & Ningrum (2023) examine “The Effect of Service Quality and Trust on Customer

Loyalty at PT Qolbu Amanah Perdana Travel Banjarmasin.”

Marketing is a social and managerial process in which individuals and groups obtain what they need and want

by creating and mutually exchanging products and services as well as value between one another. The role of

marketing today is not only to deliver products or services into the hands of customers, but also how these

products or services can provide continuous satisfaction to customers, so that company profits can be obtained

through repeat purchases (Tanama, 2017).

Marketing is a social and managerial process in which individuals and groups obtain what they need and want

by creating and mutually exchanging products and services as well as value between one another. The role of

means that marketing is defined as a process by which companies create value for customers and build strong

customer relationships to capture value from customers in return.

In marketing, it does not only involve goods or physical products. Marketing can also be applied to services.

According to Rangkuti (2008), services are the provision of a performance or an intangible action from one party

to another. Kotler (2009:486) defines services as any act or activity offered by one party to another, which is

essentially intangible (does not have a physical form) and does not result in ownership of anything. Thus, it can

be understood that services are not goods, but activities that cannot be physically perceived and require

interaction between one party and another.

Kotler (2009:400) states that there are four characteristics of services, namely: 1) Intangibility, 2) Inseparability,

3) Variability, and 4) Perishability. Service marketing generally relies on the 4P (product, price, promotion,

place); however, companies cannot fully understand the reciprocal relationships between key aspects in service

businesses without additional elements. People, process, and physical evidence are added to the service

above, the service marketing mix consists of interrelated marketing elements that are combined, organized, and

utilized appropriately, so that companies can achieve effective marketing objectives while simultaneously

satisfying customer needs and desires.

The marketing mix consists of product, price, place, and promotion. Service marketing is unique because it is

not the same as product marketing. First, service marketing is more intangible and immaterial because the

product is not visible and cannot be touched. Second, the production of services occurs when customers interact

directly with service personnel, so quality control is carried out immediately. This is more difficult than

controlling physical products. Third, the interaction between customers and service personnel is important in

realizing the product (Rangkuti, 2008: 19).

The products offered in service businesses are not in the form of goods, as in manufacturing companies. In

transaction activities; therefore, preliminary activities must be carried out as well as possible so that customers

channels both physically and non-physically. Marketing flow is the stream of activities that occur among

marketing institutions involved in the marketing process. In carrying out distribution activities, companies must

work with various intermediaries (middlemen) and distribution channels to offer their products to the market

(Putri, 2017: 111).

Service quality has become a necessity that must be carried out by companies in order to survive and continue

to gain customer trust. Customers’ consumption patterns and lifestyles require companies to be able to provide

high-quality services.

Providing good service has become the responsibility of the company. A company will not be able to attract

many customers if it cannot provide good service quality. Delivering high-quality service to customers can be

the extent of the difference between reality and expectations regarding the services received or obtained by

customers (Parasuraman et al., 2013).

Issues related to service quality also determine business development. Good service that meets expectations will

provide satisfaction to customers. According to Tjiptono and Chandra (2016), service quality is the level of

excellence expected and the control over that level of excellence to fulfill customer desires. It has become an

obligation for companies to provide good service when dealing with customers. Companies must be able to

review what customers need and make maximum efforts to deliver the best possible service.

meet customer needs, and proper delivery of goods or products. One of the dimensions of the approach built on

the comparison of two main factors, namely customer perceptions of the actual service they receive (perceived

service) and the service they expect (expected service), is the SERVQUAL dimension (Lupiyoadi, 2013), namely

tangible, reliability, responsiveness, assurance, and empathy.

satisfaction can be created through quality, service, and value. The key to generating customer loyalty is

delivering high customer value.

Satisfying customer needs is the objective of every company. In addition to being an important factor for business

sustainability, satisfying customer needs can enhance competitive advantage. Customers who are satisfied with

products and services tend to repurchase products and reuse services when similar needs arise in the future. This

means that satisfaction is a key factor for customers in making repeat purchases, which constitute the largest

portion of a company’s sales volume.

Satisfaction is the level of a person’s feelings after comparing the perceived performance or results with their

expectations. The level of satisfaction is a function of the difference between perceived performance and

expectations; if performance falls below expectations, customers will be disappointed. If performance meets

In simple terms, service quality can be defined as the comparison between the service expected by customers

and the service they receive. According to Parasuraman et al. (2013), there are two main factors influencing

service quality, namely expected service and perceived service, which explain that if the service received or

perceived is in accordance with expectations, then service quality is perceived as ideal; whereas if the service

received is lower than the expected quality, then service quality is perceived as poor.

The main factors in determining the level of customer satisfaction consist of five key aspects that must be

considered by companies, namely product quality, service quality, customer emotions, price, and cost. The

measurement of customer satisfaction according to Kotler & Keller (2017) can be conducted through complaint

and suggestion systems, ghost shopping, lost customer analysis, and customer satisfaction surveys.

used by Rotter. Trust becomes a valuable component in creating successful relationships. Trust also reduces risk

in partnerships and builds long-term relationships as well as increases commitment.

Mowen and Minor (Priansa, 2018: 116) state that trust is all knowledge possessed by customers and all

conclusions made by customers about objects, attributes, and their benefits. Rousseau et al. (Priansa, 2018: 116)

state that trust is a psychological state comprising the intention to accept vulnerability based upon positive

expectations of the behavior of others. Morgan and Hunt (Priansa, 2018: 116) state that trust occurs when a

person is confident in the reliability and integrity of the trusted party.

based on the expectation that the other party will perform important actions for the trusting party, regardless of

the ability to monitor and control the actions of the trusted party. Ba and Pavlou (Priansa, 2018: 116) state that

trust is an assessment of a relationship in which one party will engage in a particular transaction in accordance

with expectations within an environment characterized by uncertainty.

information, accepting risk, comfort, and satisfaction.

product benefit trust, and object benefit trust. Meanwhile, Shamdasani and Balakrishnan (Priansa, 2018: 121)

use integrity, reliability, contact personnel, and physical environment as factors influencing customer trust.

Mayer et al. (Priansa, 2018: 121) state that the factors forming customer trust are ability, benevolence, and

integrity.

The population of this study consists of customers of PT Qolbu Amanah Perdana Travel Banjarmasin, with a

purposive sample, namely loyal customers who have undertaken travel more than two times using the services

of PT Qolbu Amanah Perdana Travel Banjarmasin, totaling 50 customers.

The sampling technique used in this study is non-probability sampling with a purposive sampling technique

drawn from customers who independently make transactions. The characteristics for sample selection in this

study are customers who frequently (three times) undertake travel using the services of PT Qolbu Amanah

Perdana Travel Banjarmasin, totaling 50 customers. The entire population is used as the sample; therefore, it is

referred to as a census sampling technique or saturated sample.

The variables in this study consist of service quality (X1), customer trust (X2), customer satisfaction (Y1), and

loyalty (Y2). The instrument consists of a number of questions using a Likert scale or Likert’s Summated Ratings

with answer options ranging from 1 (strongly disagree) to 5 (strongly agree).

whether significant or not, uses a probability level of 5% (α = 0.05) (Santoso, 2012: 300). 1) If sig > α (0.05),

then H0 is accepted and H1 is rejected. 2) If sig < α (0.05), then H0 is rejected and H1 is accepted. Meanwhile,

The significance of the effect of service quality on customer satisfaction is 0.046 < 0.05. The significance of the

effect of trust on customer satisfaction is 0.042 < 0.05. The significance of the effect of service quality on

customer loyalty is 0.000. The significance of the effect of trust on customer loyalty is 0.000. The significance

of the effect of customer satisfaction on customer loyalty is 0.026.

The F-test is conducted to examine the effect of all independent variables simultaneously on the dependent

variable. The ANOVA statistical test is a form of hypothesis testing that allows conclusions to be drawn based

on statistical data or groups.

significance level of 0.05. The criteria for the F-test are as follows: if the significance value of F < 0.05, then H0

is rejected and H1 is accepted. This means that all independent variables have a significant effect on the

dependent variable. If the significance value of F > 0.05, then H0 is accepted and H1, meaning that all

independent variables do not have a significant effect on the dependent variable.

The Effect of Service Quality, Trust, and Customer Satisfaction on Customer Loyalty

Source: Processed by the Researcher, 2026.

Table 5 above on the F-test shows that the calculated significance of the effect of Service Quality, Trust, and

Customer Satisfaction on Customer Loyalty is 0.000 < 0.05, with an F-count value of 246.437 > F-table value

of 2.84. Thus, Service Quality, Trust, and Customer Satisfaction simultaneously have a significant effect on

Customer Loyalty. Path Model II in this study is considered feasible.

1. Service Quality has a significant effect on Customer Satisfaction at PT Qolbu Amanah Perdana

Travel Banjarmasin, as evidenced by the significance value of 0.046 < 0.05.

2. Trust has a significant effect on Customer Satisfaction at PT Qolbu Amanah Perdana Travel

Banjarmasin, as evidenced by the significance value of 0.042 < 0.05.

4. Customer Trust has a significant effect on Customer Loyalty at PT Qolbu Amanah Perdana Travel

Banjarmasin, as evidenced by the significance value of 0.000 < 0.05.

5. Customer Satisfaction has a significant effect on Customer Loyalty at PT Qolbu Amanah Perdana

Travel Banjarmasin, as evidenced by the significance value of 0.026 < 0.05.

Service quality has a significant effect on Customer Satisfaction at PT Qolbu Amanah Perdana Travel

Banjarmasin. The services provided are in accordance with standards and procedures. PT Qolbu Amanah

Perdana Travel Banjarmasin provides a quick response to customer needs and offers assurance in its services.

The employees of PT Qolbu Amanah Perdana Travel Banjarmasin also pay attention to what customers want.

level of excellence to fulfill customer desires. If the services received are in accordance with expectations, then

service quality is perceived as good and satisfying. Siswanto (2011) adds that service quality reflects a dynamic

condition related to products, services, people, processes, and the environment that meet or exceed expectations.

Research supporting the finding of the effect of service quality on customer satisfaction at PT Qolbu Amanah

Perdana Travel Banjarmasin was conducted by Graha and Wardana (2016) on “The Effect of Service Quality on

Customer Satisfaction and Customer Loyalty at Hardy’s Negara,” which also supports the results of this study.

The results of Sahanggamu et al. (2015) on “Analysis of Service Quality, Servicescape, and Trust on Customer

Satisfaction at PT Bank Sinarmas Bitung” prove that service quality affects customer satisfaction at PT Bank

Sinarmas Bitung and support the finding that service quality influences customer satisfaction at PT Qolbu

Amanah Perdana Travel Banjarmasin.

satisfaction. The results of this study support and strengthen the findings regarding customer satisfaction at PT

Qolbu Amanah Perdana Travel Banjarmasin.