KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS KONSUMEN DI MEDIASI KEPUASAN KONSUMEN JASA PENGIRIMAN PT POS INDONESIA (PERSERO) DI SURABAYA

Abstract

Consumer loyalty is one of the important aspects which mostly considered by service provider companies, as it becomes valuable asset. Besides, service quality, promotion, and consumer satisfaction are important also. Therefore, this research aimed to examine the effect of service quality and promotion on the consumer loyalty which was mediated by consumer satisfaction of PT. Pos Indonesia (PERSERO), Surabaya. The population was consumers of PT. Pos Indonesia (PERSERO), Surabaya who located in its South office. While, the data collection technique used accidental sampling in which the sample was taken accidentally as researcher met directly and match with data source. In line with, there were 100 respondents as sample. Moreover, the data analysis technique used path analysis with SPSS. This research result concluded service quality had positive and significant effect on the consumer satisfaction. Likewise, promotion had positive and significant effect on the consumer satisfaction. On the other hand, service qualrty had negative but insignificant effect on the consumer loyalty. Meanwhile, promotion had positive and significant on the consumer loyalty. Similar to promotion, consumer satisfaction had positive and significant effect on the consumsr loyalty. In conclusion, service quality affected indirectly the consumer loyalty through customer satisfaction. Additionally, promotion affected indirectly the customer loyalty through customer satisfaction.
Keywords: Service Quality, Promotion, Satisfaction, Loyalty.