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

Abstract

Customer satisfaction is the key in creating customer loyalty. Satisfaction is a feeling of pleasure or disappointment someone who arises because of comparing the performance of products or services that have been perceived against their expectations. Some of the factors that can affect satisfaction and loyalty include service quality and pricing strategies applied. This study aims to examine and analyze the effect of service quality and price on loyalty both directly and indirectly through customer satisfaction as a mediating variable. The population in this study customers of PT Roda Express Sukses Mandiri Surabaya. The sampling technique used accidental sampling with a total sample of 100 people. Data collection techniques in this study used a questionnaire method. The analysis technique uses path analysis and multiple tests. The test results show the quality of service and price of each shows a significant effect on satisfaction. Service quality and price of each also shows a significant effect on customer loyalty. The test results also show customer satisfaction has a significant effect on customer loyalty. Sobel test results show customer satisfaction can be used as a mediator variable the effect of service quality and price on customer loyalty.
Keywords: service quality, price, customer satisfaction and loyalty