ANALYSIS OF THE EFFECT OF CUSTOMER SERVICE QUALITY, TIMELINESS AND BRAND EQUITY ON CUSTOMER LOYALTY OF THE J&T EXPRESS CUSTOMER AT THE CIPINANG MUARA BRANCH

Abstract

Increased customer loyalty in users and delivery customers has a significant impact on service quality and timeliness. The purpose of this study was to determine how customer loyalty at J&T EXPRESS Cipinang Muara Branch is influenced by factors such as service quality, timeliness, and brand equity. This study uses a quantitative approach using Structural Equation Modeling (SEM) with SMART-PLS software. The data for this study were obtained from the J&T EXPRESS delivery customer in Cipinang Muara, using information from 130 survey participants. The survey was conducted using Google form. The questionnaire used in this study was administered using a Likert scale, which allows respondents to rate each statement according to their range of goals, from very unsatisfactory (1) to very satisfied (5). The SEM-PLS statistical method was used to assess the relationship between latent variables that have been identified in the research model. The results of this study indicate that customer loyalty is significantly influenced by brand equity, waiting time, and service quality.