INTEGRATION OF GREEN LOGISTICS AND LAST-MILE DELIVERY AS CATALYSTS OF CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF PT POS INDONESIA (PERSERO)

Abstract

The development of e-commerce in Indonesia has driven a transformation in logistics service requirements, emphasizing not only speed and accuracy but also environmental sustainability. This study examines the impact of integrating green logistics and last-mile delivery reliability on customer loyalty. The research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from respondents who had used Pos Indonesia courier services within the last six months. The results of the analysis indicate that both environmentally friendly practices and delivery accuracy contribute positively to customer loyalty, with path coefficients of 0.209 and 0.717, respectively. Simultaneously, these two factors explain 75.3% of the variation in customer loyalty. The findings highlight the importance of integrating sustainability strategies and service reliability as a strategic approach to strengthening long-term customer relationships and maintaining competitive advantage in the increasingly competitive logistics industry.