Pengaruh Service Quality dan Persepsi Harga Pelayanan Jasa Maintenance terhadap Loyalitas Pelanggan pada Perusahaan Jasa Maintenance di Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh service quality (reliability, tangibles, responsiveness, assurance, dan empathy) serta persepsi harga jasa terhadap loyalitas pelanggan pada perusahaan jasa maintenance alat berat pelabuhan. Latar belakang penelitian didasari oleh indikasi rendahnya loyalitas pelanggan, yang tercermin dari keraguan sejumlah perusahaan client dalam memperbarui kontrak kerja sama serta keluhan terhadap beberapa dimensi kualitas layanan dan persepsi harga yang dianggap belum sesuai harapan. Penelitian ini menggunakan pendekatan kuantitatif. Populasi adalah perusahaan client yang melakukan kontrak kerja sama dengan perusahaan jasa maintenance alat berat pelabuhan. Sampel ditentukan melalui purposive sampling dengan kriteria kontrak kerja sama berulang periode 2023–2026, sehingga diperoleh 62 perusahaan client. Data diperoleh melalui kuesioner skala Likert dan dianalisis dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS versi 3.0 melalui uji outer model dan inner model. Hasil penelitian membuktikan bahwa reliability, tangibles, responsiveness, dan empathy tidak berpengaruh signifikan terhadap loyalitas pelanggan, sedangkan assurance dan persepsi harga jasa berpengaruh positif dan signifikan, dengan persepsi harga jasa sebagai variabel paling dominan. Implikasinya, perusahaan perlu mempertahankan profesionalisme dan kompetensi teknisi serta memastikan transparansi dan kewajaran harga jasa agar pelanggan terus mempersepsikan nilai yang sebanding dengan manfaat yang diterima.

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This study aims to analyze the influence of service quality (reliability, tangibles, responsiveness, assurance, and empathy) and price perception on customer loyalty at a port maintenance company for heavy equipment. The background of this research is low customer loyalty, reflected in the hesitancy of several client companies to renew contractual cooperation, as well as complaints about several service quality dimensions and price perceptions that have not met their expectations. This study employs a quantitative approach. The population consists of client companies engaged in contractual cooperation with the port service company that provides heavy equipment maintenance. The sample was selected through purposive sampling, based on repeated contractual cooperation during the 2023–2026 period, resulting in 62 client companies. Data were collected via a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 3.0, including outer and inner model testing. The results show that reliability, tangibles, responsiveness, and empathy do not have a significant effect on customer loyalty. In contrast, assurance and price perception have a positive, significant effect, with price perception being the most dominant variable. The implication is that the company needs to maintain technician professionalism and competence while ensuring transparency and fairness in service pricing so that customers continue to perceive value commensurate with the benefits received.