Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan
DOI:
https://doi.org/10.34127/jrlab.v12i2.766Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan harga terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. Populasi dan sampel penelitian ini adalah pelanggan Mie Gacoan di SoloRaya sebanyak 220 responden. Jenis data yang digunakan pada penelitian ini adalah data primer. Metode pengumpulan data dengan menggunakan kuesioner dan di olah menggunakan alat analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kepuasan pelanggan mampu memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan, dan kepuasan pelanggan mampu memediasi pengaruh harga terhadap loyalitas pelanggan.
Kata kunci: Harga, Kepuasan Pelanggan, Kualitas Pelayanan, dan Loyalitas Pelanggan.
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