Bluegistic: Enhancing Customer Satisfaction and Customer Loyalty in PT. Biru Pratama Logistik

Research Aim: This study aims to examine the influence of promotion and service quality on customer loyalty through customer satisfaction as mediating variable in the logistics industry at PT. Biru Pratama Logistik. Design/Methods/Approach: This study adopts a quantitative descriptive approach using purposive sampling of 85 customers who have used the services at least twice. Data were collected through a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to assess construct validity, indicator reliability, and the relationships among variables. Research Finding: The results indicate that promotion and service quality have a significant effect on customer satisfaction and customer loyalty. Furthermore, customer satisfaction mediates the relationship between promotion, service quality, and customer loyalty. Theoretical Contribution/Originality: This study advances the marketing and service management literature by offering insights into how firms build and sustain customer relationships through integrated promotional efforts and service quality in a logistics service landscape. Practitioner/Policy Implication: The findings suggest that logistics service providers should strengthen promotional strategies and improve service quality to enhance customer satisfaction and foster long-term customer loyalty. Research Limitation: This study is limited to a cross-sectional design, which may limit generalizability.