The Effect of Reliability, Service Price, Guarantee, Organization Image and Responsiveness on Customer Satisfaction and Customer Loyalty on The Freight Forwarding Service Company PT Lookman

PT Lookman Djaja is a trucking delivery service company that has been serving Business-to-Business (B2B) consumers, especially in Java, Sumatra, Bali, Lombok to NTB. To be able exist for more than 35 years highly competitive industry certainly quite demanding, not mention very challenging. However, it undeniable affected from both outside and within the industry. The economic downturn since COVID-19 pandemic coupled with intense competition competitors substitute services have overwhelmed company. Furthermore, number of consumer contracts also decreased past year. This study conducted examine analyze effect Reliability, Service Price, Guarantee, Organization Image Responsiveness on Customer Satisfaction Loyalty Djaja. 7 months December 2021 June 2022. population this all B2B (Business Business) consumers company, totaling 307 throughout 2021. research sample used 47 respondents determined by using purposive sampling technique. analytical method Partial Least Square Structural Equation Modeling (SEM-PLS) processed smartPLS 3 program. result indicates variables Price Guarantee no Satisfaction, however significant In addition,