PENGARUH HARGA, PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN

Abstract

This research is aimed to find out direct and indirect influence of the correlation among price, product,
and service quality to the satisfaction and loyalty at PT. Pos Indonesia Taman Apsari Branch
Surabaya. The population of this research is all customers in PT. Pos Indonesia Taman Apsari Branch
Surabaya with unidentified numbers. The sample collection technique has been carried out by using
accidental sampling method. The data which has been obtained by issuing questionnaires have selected
100 people as samples. The data collection method has been conducted by using questionnaires method
and the data analysis method has been one by using path analysis. Based on the result of data analysis
and hypothesis test, it can be concluded as follows: 1) price has direct influence to the customer
loyalty, 2) product has direct influence to the customer loyalty, 3) service quality has direct influence
to the customer loyalty, 4) price has indirect influence to the loyalty through satisfaction, 5) product
has indirect influence to the loyalty through satisfaction, 6) service quality has indirect influence to
the loyalty through satisfaction.

Keywords: price, product, service quality, satisfaction and loyalty.