PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN MELALUI HASIL LAYANAN DAN KEPERCAYAAN PELANGGAN PADA PERUSAHAN RETAIL

This study aims to analyze the effect of service quality on customer satisfaction through service outcomes and customer trust as mediating variables among AEON Jakarta Garden City customers. This research uses a quantitative approach with purposive sampling. Data were collected through an online questionnaire from 151 respondents who met the research criteria. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that service quality does not significantly affect customer satisfaction or service outcomes. However, service outcomes positively and significantly affect customer satisfaction. Service quality also positively and significantly affects customer trust, while customer trust positively and significantly affects customer satisfaction. The mediation analysis reveals that service outcomes do not mediate the relationship between service quality and customer satisfaction. In contrast, customer trust significantly mediates this relationship. These findings suggest that customer trust plays an important role in connecting service quality with customer satisfaction in the retail industry. Therefore, retail companies should consistently improve service quality to strengthen customer trust and enhance the overall shopping experience. By building reliable services and maintaining customer confidence, companies can improve customer satisfaction and support long-term customer relationships. This study contributes to understanding the roles of service outcomes and customer trust in explaining customer satisfaction within the modern retail context.