Trust and Satisfaction as Drivers of Relationship Commitment and Loyalty in the B2b Pharmaceutical Sector: A Case Study of Pt Combiphar

Abstract

This study aims to examine and analyze the influence of trust, satisfaction, and relationship commitment on customer loyalty at PT Combiphar, an Indonesian pharmaceutical company known for developing, producing, and distributing healthcare products. The research was conducted from June 1 to June 10, 2025, using a quantitative approach with a descriptive-explanatory research design. Data were collected through questionnaires distributed to 200 B2B clients of PT Combiphar, selected using purposive sampling. The analysis was carried out using Structural Equation Modeling (SEM) with SmartPLS. The findings reveal that trust significantly affects both relationship commitment and customer loyalty; satisfaction also significantly influences relationship commitment and loyalty; and relationship commitment positively affects customer loyalty. The study contributes practical insights for pharmaceutical companies, particularly PT Combiphar, in strengthening long-term customer relationships through enhanced trust, satisfaction, and commitment. Academically, it enriches the relational marketing literature in the context of Indonesia’s pharmaceutical B2B sector, an area that remains relatively underexplored. One limitation of this study is its focus on a single company and a short data collection period, which may affect the generalizability of the findings.