Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Kualitas Pelayanan, Digital Marketing, dan Customer Experience terhadap Loyalitas Pelanggan pada Labdha Event

Kadek Putra Mahendra; Luh Putu Mahyuni

doi:10.61132/manuhara.v4i4.2814

Authors

Kadek Putra Mahendra Universitas Pendidikan Nasional
Luh Putu Mahyuni Universitas Pendidikan Nasional

DOI:

https://doi.org/10.61132/manuhara.v4i4.2814

Keywords:

Customer Experience, Customer Loyalty, Customer Satisfaction, Digital Marketing, Service Quality

Abstract

The event organizer industry in Bali has grown rapidly, and this growth has intensified competition among service providers who must safeguard long-term relationships with their customers. Labdha Event, one of the players in this industry, needs empirical evidence on how service quality, digital marketing, and customer experience shape customer loyalty, and on whether customer satisfaction functions as the bridge that connects them. This study examined ten hypothesised relationships among these five constructs using data from 125 customers of Labdha Event, selected through purposive sampling on the criterion that each respondent had used the company's service at least once. Data were analysed with Partial Least Squares Structural Equation Modelling in SmartPLS 3.2.9. The measurement model confirmed that every indicator met the required thresholds for outer loading, discriminant validity, and reliability. The structural model showed that digital marketing and customer experience each had a positive and significant direct effect on customer loyalty, while service quality did not. Service quality and customer experience significantly increased customer satisfaction, whereas digital marketing did not. Customer satisfaction itself did not significantly affect customer loyalty and failed to mediate the effect of any of the three exogenous variables on loyalty. These findings suggest that at Labdha Event, customer loyalty is built more directly through effective digital communication and memorable service experiences than through a satisfaction pathway, offering a more nuanced picture of how the mediating role of satisfaction operates in project-based service industries such as event organizing.

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