Purpose: The impetus for this study arises from the growing importance of retaining industrial customers and maintaining consistent sales performance amid increasingly stringent environmental requirements, pressures for operational efficiency, and expanding adoption of sustainable business practices.
Research Methodology: Quantitative data were obtained through questionnaires administered to 150 industrial B2B customer companies that had been selected by means of purposive sampling. Analysis data using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.
Results: Empirical findings indicate that service quality, product quality, price perception, and green marketing each exert a positive and statistically significant influence on customer satisfaction and product sustainability. The analysis confirms that customer satisfaction partially mediates the relationships between these four antecedents and product sustainability.
Conclusions: The analysis demonstrates that customer satisfaction acts as a crucial bridging mechanism. Specifically, it functions as a partial mediator, meaning that while the four antecedent variables directly influence product sustainability, their overall effectiveness is significantly amplified when they successfully cultivate customer satisfaction first.
Limitations: Both the geographical and organizational parameters of the study are restricted to industrial B2B clientele of PT Pertamina Lubricants within Sales Region IV, an area encompassing Central Java and DIY.
Contributions: These results underscore the necessity of an integrated managerial strategy encompassing dependable service and distribution processes, uniform lubricant quality and performance, equitable and flexible pricing mechanisms, and the ongoing deployment of marketing initiatives oriented toward environmental concerns.