CUSTOMER LOYALTY AT PT SAMUDERA INDONESIA’S PALEMBANG BRANCH
Abstract
The logistics industry is part of supply chain management, which encompasses the management of processes ranging from purchasing, procurement, planning, production capacity, supply planning, and demand planning to meet market demand. Logistics in business typically consists of many components, including customer service, demand forecasting, and warehousing. This study was conducted at the Palembang Branch of PT Samudera Indonesia, with the population consisting of customers of the Palembang Branch of PT Samudera Indonesia. The sample size for this study was 57 customers, and SPSS 26 was used as the statistical analysis tool. The results found that service quality and customer experience influence customer loyalty. The coefficient of determination test revealed that service quality and customer experience can explain 46.9% of the variance in the dependent variable—customer loyalty—while the remaining 53.1% is attributed to factors outside the regression model.
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