The Effect of Service Quality and Ship Pilotage Service Prices on Service User Loyalty through User Satisfaction at PT Pertamina (Persero) Tanjung Uban Terminal

As a maritime country, Indonesia has great potential for developing maritime transportation, with port services, especially ship pilotage services, being a strategic element in ensuring safety and operational smoothness. This study was conducted at PT Pertamina (Persero) Tanjung Uban Terminal, which plays a vital role in the distribution of fuel and other products. Despite its strategic position, various challenges were identified, such as delays in pilot response times, lack of coordination, inconsistent implementation of standard operating procedures (SOPs), and perceptions of imbalance between costs and service quality. These issues have led to low user satisfaction and loyalty, although some users continue to use the service due to limited alternatives. This study aims to analyze the influence of service quality and pilotage service pricing on user loyalty through satisfaction as an intervening variable. A quantitative approach was used with Structural Equation Modeling based on Partial Least Squares (SEM-PLS) and 79 respondents. The analysis tested both direct and indirect relationships among the variables. The results show that the competence of crossing guards significantly influences both safety and user discipline. Discipline also plays a proven role in improving safety. Conversely, the functionality of safety equipment did not show a significant direct influence on either discipline or safety. Discipline was found to mediate the relationship between guard competence and safety, but not between equipment functionality and safety