The Influence of Customer Commitment on Loyalty with Satisfaction as a Mediator: A Study on Traveloka Application Users in Indonesia

ABSTRACT : This study aims to examine the effect of customer commitment on customer loyalty with customer satisfaction as a mediating variable on Traveloka application users in Indonesia. The method used is quantitative with a causality approach through a bold survey. Data were collected using a Likert scale-based questionnaire from 200 respondents selected by purposive sampling. Data analysis was carried out using Structural Equation Modeling (SEM) with SmartPLS software. The results of the study indicate that customer commitment has a positive and significant effect on customer satisfaction and loyalty. In addition, customer satisfaction also acts as a significant mediator in the relationship between customer commitment and loyalty. These findings indicate that increasing customer commitment will increase satisfaction, which then drives customer loyalty in a sustainable manner. The conclusion of the study emphasizes the importance of building customer commitment to increase satisfaction and loyalty on the bold travel platform. As a suggestion, Traveloka application managers are expected to develop strategies that strengthen customer commitment and satisfaction, such as loyalty programs and improving service quality, in order to retain customers in the long term. Further research is suggested to include other variables for a more comprehensive analysis.