The Influence of Price, Brand Ambassador and Customer Experience on Customer Loyalty through Customer Satisfaction of Persada Indonesia

This research aims to identify the influence of price, brand ambassador, and customer experience on customer loyalty through customer satisfaction at Persada Indonesia. The type of research employed is explanatory research. The sampling technique used in this study is non-probability sampling with a purposive sampling method. The research instrument consisted of an online questionnaire distributed to a total of 530 respondents. The data analysis method used is Partial Least Squares (PLS) with the assistance of SmartPLS 4.0 software. The results of the study indicate that:(1) Price has a significant effect on Customer Satisfaction; (2) Brand Ambassador has a significant effect on Customer Satisfaction; (3) Customer Experience has a significant effect on Customer Satisfaction; (4) Price has a significant effect on Customer Loyalty; (5) Brand Ambassador has a significant effect on Customer Loyalty; (6) Customer Experience has a significant effect on Customer Loyalty; (7) Customer Satisfaction has a significant effect on Customer Loyalty; (8) Price does not have a significant effect on Customer Loyalty through Customer Satisfaction; (9) Brand Ambassador does not have a significant effect on Customer Loyalty through Customer Satisfaction; and (10) Customer Experience does not have a significant effect on Customer Loyalty through Customer Satisfaction