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Vol. 5 No. 2 (2026): January

Articles

Service Quality, Customer Value, and Trust on Three-Star Hotel Loyalty in Batam: Satisfaction as Mediator

R Rusmilee Rusmilee B Bambang Satriawan S Sajiyo Sajiyo
22 January 2026 Vol. 5 No. 2 (2026): January https://doi.org/10.35912/jbpd.v5i2.7267
Abstract
22 Jan 2026

Purpose: This study examines the effects of service quality, customer value, and trust on customer loyalty, with customer satisfaction as a mediating variable, among guests of three-star hotels in Batam City, Indonesia.
Research Methodology: An explanatory quantitative design was employed. Data were collected through structured questionnaires from 125 guests who had stayed at a three-star hotel in Batam within the previous six months and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS.
Results: Service quality (?=0.386), customer value (?=0.376), and trust (?=0.336) positively and significantly affect satisfaction. Loyalty is directly influenced by service quality (?=0.166), trust (?=0.235), and satisfaction (?=0.553), while customer value has no significant direct effect (?=0.042; p=0.484). Satisfaction mediates all three relationships, partially for service quality and trust and fully for customer value. The model explains 68.0% of satisfaction and 73.0% of loyalty variance.
Conclusions: In three-star hotels, value for money does not automatically generate loyalty but must first translate into satisfaction.
Limitations: The cross-sectional, self-reported, single-city, and single-tier design limits causal inference and generalizability.
Contributions: The study demonstrates differentiated mechanisms underlying customer loyalty: Service quality and trust maintain direct effects, whereas customer value operates exclusively through satisfaction. These findings refine relationship-marketing and expectancy-disconfirmation perspectives and support mechanism-specific retention strategies in midscale hospitality.

Keywords: Customer Loyalty Customer Satisfaction Customer Value Service Quality Trust
How to Cite
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Rusmilee, R., Satriawan, B. ., & Sajiyo, S. (2026). Service Quality, Customer Value, and Trust on Three-Star Hotel Loyalty in Batam: Satisfaction as Mediator. Jurnal Bisnis Dan Pemasaran Digital, 5(2), 39–52. https://doi.org/10.35912/jbpd.v5i2.7267
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