KEPUASAN SEBAGAI MEDIASI PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PENUMPANG CITILINK

Abstract

This research is aimed to find out the customers satisfaction as the influence medium of service quality and price to the loyalty of Citilink customers at Juanda International airport. The research object is the airline company of PT. Citilink Indonesia. The sample collection technique has been conducted by using probability sampling. The research data has been taken by issuing questionnaires to 100 respondents. Meanwhile the analysis technique has been done by using path analysis method. The result of multicollinearity test shows that all variables are free from multicollinearity. There are independent variables which can be used in the research. The result of heteroscedasticity test shows that these variables have not experienced any heteroscedasticity, so the variables can be used in this research. The result of the research shows that service quality has significant and positive influence to the customer satisfaction. Price has significant and positive influence to the customer satisfaction. Customer satisfaction has significant influence to the customer loyalty. Indirectly service quality has significant and positive influence to the customer satisfaction and customer satisfaction has positive influence to the loyalty. Indirectly price has significant and positive influence to the customer satisfaction and customer satisfaction has positive influence to the loyalty. Service quality has significant and positive influence to the loyalty. Price does not have any direct influence to the loyalty.
Keywords: Service quality, price, customer satisfaction, and customer loyalty.