Kepuasan Sebagai Pemediasi Hubungan Kualitas Pelayanan dan Harga dengan Loyalitas Pelanggan

Studi Pada Toko Onderdil Sinar Bahagia Motor di Lumajang

  • Dodik Prayitno STIE Widya Gama Lumajang
  • Mokhamad Taufik STIE Widya Gama Lumajang
  • Ainun Jariah STIE Widya Gama Lumajang
Keywords: Service Quality, Price, Satisfaction, Customer Loyalty

Abstract

Competition in the increasingly stringent business world makes entrepreneurs looking for the right strategy to market their products. quality of service is very useful for the company to provide encouragement to customers so that the company is able to understand the expectations and needs of customers who will have a positive impact on corporate health. In addition to service quality there are also other factors that make consumers become loyal the price. The purpose of this study is to determine the effect of service quality and price on customer loyalty with satisfaction as a mediator in the study on Sinar Bahagia Motor Store in Lumajang, using path analysis, the results showed that partially the quality of service affect loyalty and satisfaction, while the price no effect. Simultaneously the quality of service and price have a good effect to customer satisfaction and loyalty. But customer satisfaction is not a mediating variable on the relationship between service quality and price to customer loyalty at Sinar Bahagia Motor Parts Store in Lumajang.

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Published
2018-08-24