PENGARUH PERCEIVED QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI (Survey Pada Pelanggan “Sambal Mbok TI “ di Surakarta)

Abstract

The objective of the research are to analyses (1) effect of perceived quality to customer satisfaction, (2) effect of perceived quality to customer loyalty, (3) effect customer satisfaction to customer loyalty, (4) effect of perceived quality to customer loyalty, through customer satisfaction as the mediating variable. Population on this research are all customer of Sambal “MBOK TI†Restaurant in Surakarta. The samples of this research consist of 100 responden, taken with purposive sampling. Data collecting with questionaire technique through validity and reliability test. To test the hypothesis, the researcher uses the path analysis, meanwhile to process the data, the SPSS Release 12 program is used.
The result reveals that (1) perceived quality have a significance effect on customer satisfaction; (2) perceived quality have a significance effect on customer loyalty; (3) customer satisfaction have a significance effect on customer loyalty; (4) the effect of perceived quality on customer loyalty mediated customer satisfaction. The conclusion of this research that all hypothesis is true.
Key words: perceived quality, customer satisfaction, customer loyalty