PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITASDENG AN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

The research is aimed to determine directly the influence of price and service quality toward customersatisfaction and customer loyalty this study is aimed to determine the indirect influence of price and service
quality toward customer loyalty which is mediated by customer satisfaction. The population is all customers of
Bu Lasmi restaurant surabaya. the sample collection teqnique has been done by using non probability sampling
method with accidental sampling technique and the number of predetermined samples are 100 respondents. Theanalysis method has been carried out by using multiple linear regressions with the SPSS application tools. The
result of the research shows that (1) Price directly gives significant and positive influencce to the customersatisfaction. (2) Service quality directly gives significant and positive influencce to the customer satisfaction. (3)Price directly gives significant and positive influencce to the customer loyalty. (4) Service quality directly gives
significant and positive influencce to the customer loyalty. (5) Customer satisfaction directly gives significant
and positive influencce to the customer loyalty. (6) Customer satisfaction has succeeded in mediating theinfluence of price to the customer loyalty and service quality to the customer loyaty.

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