PENGARUH KUALITAS, TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI, MIE MAJELIS RUNGKUT SURABAYA

Abstract

This research is aimed to find out the customer satisfaction as the mediation ofthe influence of service quality, price, product quality to the customer loyalty at Mie Majelis in Rungkut Medokan Ayu Surabaya. The research object is all customers of Mie Majelis in Rungkut Medokan Ayu Surabaya. The sample collection technique has been done by using non probability sampling i.e. accidental sampling.The research data has been collected by issuing questionaires to 100 respondents. Meanwhile, the analysis technique has been carried out by using path analysis.The result of the research shows that service quality gives significant influence to the customer satisfaction. Price gives significant influence to the customer satisfaction. Product quality gives significant influence to the customer satisfaction. Customer satisfaction gives significant influence to the customer loyalty. Indirectly, service quality gives significant influence to the customer satisfaction and customer satisfaction givessignificant influence to the loyalty. Indirectly, price give significant to the customer satisfaction and customer satisfaction give significant influence to the loyalty. Indirectly, product quality gives significant influence to the customer satisfaction and customer satisfaction gives influence to the loyalty.
Keywords: Service quality, price, product quality,customer satisfaction,customer loyalty.