PENGARUH KUALITAS PRODUK, PELAYANAN, HARGA DAN LOKASI TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of this research is to find out the satisfaction as the intervening variable has the correlation among
product quality, service quality, price and place to the loyalty at Soto Lamongan “Cak Har” restaurant in
Surabaya. The population is all consumers who have ever become customers at Soto Lamongan “Cak Har”
restaurant with the unidentified numbers of samples. The accidental sampling method is used as the sample
collection technique. The data has been obtained by issuing questionnaires and the samples are 110 people. The
multiple linear regressions method and questionnaire method are used as the data collection method. Based on
the result of data analysis and the hypothesis test it can be concluded that: 1) the satisfaction as the intervening
variable to the correlation between product and loyalty, 2) the satisfaction is the intervening variable on the
correlation between service quality and loyalty, 3) the satisfaction is the intervening variable on the correlation
between price and loyalty, 4) the satisfaction is the intervening variable on the correlation between place with
loyalty.
Keywords: service quality, product quality, satisfaction, and loyalty