PENGARUH HARGA, KUALITAS PELAYANAN, PENATAAN PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

Abstract

The purpose of this research is to determine of price, service quality, and product arrangement to the customer
loyalty at Sakinah Supermarket Surabaya.This research is a quantitative with causal research in whichthe
characteristic of the problem is in the form of causality correlation between two variables or more. The analysis
method has been done by using path analysis which is the extension of multiple linier regressions analysis with
the SPSS (Statistical Product and Service Solutions) application tool.The result of the research shows that the
direct influence of price and product arrangement to the customer loyalty at Sakinah Supermarket Surabaya is
significant, and service quality gives insignificant influenceto the customer loyalty at Surabaya Sakinah
Supermarket. Meanwhile, the result of indirect influence of price, service quality, and product arrangementgive
significant influence to the customer loyalty at Supermarket Sakinah Surabaya. Finally, the determination
coefficient indicates that customer loyalty can be explained by variables i.e. price, service quality, product
arrangement and customer satisfaction of 69.9% whereas the remaining is explained by other variables outside
the model.

Keywords: Price, service quality, product arrangement, customer satisfaction, and customer loyalty.