PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI KEPUASAN PELANGGAN

Abstract

This research aims to determine the quality of services and promotions have an influence on customer loyalty mediated by customer satisfaction Grab online transportation at the Student of School of Economics Indonesia (STIESIA) Surabaya.The population in this research is the consumers who have used the online transportation service Grab located within the environment of STIESIA Surabaya campus. Sampling technique using purposive sampling with the number of samples of 100 respondents. Analysis technique used in this research is path analysis method (path analysis). The test results indicate that the quality of service has a significant and positive influence on customer satisfaction, promotion has a significant and positive influence on customer satisfaction. Quality of service proved to have a significant and positive influence on customer loyalty, promotion has a significant and positive influence on customer loyalty. Customer satisfaction has a significant and positive influence on customer loyalty. The results of this test also shows the amount of direct influence of service quality and promotion of customer loyalty greater than the amount of indirect influence of service quality and promotion of customer loyalty through the customer satisfaction.
Keywords: Quality of service, promotion, customer satisfaction and customer loyalty