PENGARUH PERSONALSELLING DAN HARGA TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN PADA KOPIKELILING SURABAYA

Ignatius  Ruben Waskita; Anindhyta  Budiarti

Ignatius Ruben Waskita Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: personal selling, price, customer satisfaction, customer loyalty

Abstract

This research aims to analyze the effect of personal selling and price on customer loyalty, which was mediated by customer satisfaction at Kopi Keliling Seraya, Surabaya. The research applies quantitatively, with a causalcomparatives. The data collection technique used purposive sampling with 100 respondents as the samples. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed and analyzed by using Partial Least Square with SmartPLS 3.0. The result shows that personal selling and price have a positive and significant effect on customer satisfaction. Moreover, customer satisfaction has a positive effect on customer loyalty. Meanwhile, personal selling has a direct but insignificant effect on customer loyalty. Therefore, customer satisfaction is a mediating variable that strengthens the relation between personal selling and customer loyalty. On the other hand, price has a significant and direct effect on customer loyalty, with customer satisfaction as a mediating variable.