Pertamax Servqual To Increase Non-Subsidized Fuel Customer Satisfaction at Pertamina Gas Stations

This research seeks to create a new conceptual model that describes the impact of green marketing and service quality on brand image and, subsequently, on customer satisfaction. The study focused on customers of the BBM Pertamax series and PERTAMINA Dex products. This overcomes the limitations of previous research and fills the research gap regarding customer satisfaction. This quantitative research data was collected through questionnaires distributed to customers in Pelalawan Regency, Riau Province. Using the purposive random sampling method, a sample size of 360 respondents was determined. Data was collected through a Likert scale questionnaire and analyzed using SEM. The research results show that environmentally friendly marketing has a positive and significant effect on brand image, as well as service quality. In addition, environmentally friendly marketing and service quality have a positive and significant influence on customer satisfaction. Brand image significantly mediates the relationship between green marketing and customer satisfaction, as well as between service quality and customer satisfaction. Lastly, brand image itself has a positive and significant effect on customer satisfaction. This research also found a new model of service quality with the given eight dimensions the name PERTAMAX ServQual" which consists of "Problem solving, Emphaty, Reliability, Tangible, Assurance, Media of communication, Availability, and eXtra value.