ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI

Abstract

The purpose of this research is to analyze the significance of the influence of
service quality, price, consumer satisfaction to the customer loyalty as well as the
influence of service quality to the purchase customer loyalty with satisfaction as a
intervening variable. The population is all consumers who visit and buy at Warung
Makan Bu Yati Solo. 100 respondents are selected as sample, using purposive sampling.
This research uses survey method, the type data collection with interview, questionnaire
and observation. Data analysis used test instruments, classic assumption test, path
analysis, t test, F test, the coefficient of determination. The result is there servive quality
have signifcants effect to the cunsumers satisfaction, service quality have significants
effect to the customer loyalty, consumers satisfaction have significance to the customer
loyalty, consumers satisfaction mediates the relationship of service quality to the
customers loyalty. Adjusted R2 on multiple linear regression analysis is 33,4% and the
result of path analysis with sobel test is 0,036 with the value of t 1,98.
Keywords: service quality, consumer satisfaction, customer loyalty