PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA GLOBALART SAN DIEGO SURABAYA

Abstract

Marketing becomes social activity with the managerial of a person or group to customers need and exchange of products or services the values that other parties have. Therefore, marketing management indirectly occurs in one of the parties in the exchange and the company considers the target to get customer response. The aims of this study to find out and to analyze the impact of the service quality and the price toward the customer’s loyalty through the customer’s satisfaction. While the population was customer’s Globalart San Diego Surabaya. The type of the research conducted was quantitative. Moreover, the data collection technique used saturated sampling, in which all population becomes sample of respondent. In line with, there were 100 respondents. Furthermore, the instrument used questionnaire. Additionally, the data testing used instrument test, classical assumption test, multiple linier regression, proper model test, correlation coefficient test, partial determination coefficient test, sobel test and partial test (t-test) with SPSS as its analysis technique. The research result concluded the service quality, the price, and the customer’s loyalty had positive significant on the customer’s satisfaction of Globalart San Diego Surabaya.
Key words: the service quality, the price, the customer’s loyalty, the customer’s satisfaction.