PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN MELAUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Laundry Starclean)

Abstract

Due to the changes from time to time, people’s lifestyles start to change too. Everything needs to be simple
and fast. Moreover, an instant need encourages business practitioners to open a business which gives service.
The research was quantitative. Furthermore, the data collection technique used non-probability sampling. In
line with that, there were 100 respondents as samples. Additionally, the data analysis technique used Smart
PLS 3.0. The research result concluded that service quality had a positive and significant effect on customers’
loyalty. Likewise, price had a positive and significant effect on customers’ loyalty. While, service quality had a
positive and significant effect on customers' satisfaction. Likewise, price had a positive and significant effect
on customers’ satisfaction. Meanwhile, customers’ satisfaction had a positive and significant effect on
customers’ loyalty. In addition, service quality indirectly affected customers’ loyalty through customers’
satisfaction. Similarly, price indirectly affected customers’ loyalty through customers’ satisfaction.