Pengaruh Kualitas Layanan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan
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Perusahaan dalam menjaga loyalitas pelanggan maka harus menghadapi persaingan yang ketat. Perusahaan memberikan pelayanan yang berkualitas kepada pelanggan agar harapan dapat terpenuhi untuk menciptakan kepuasan pelanggan. Tujuan penelitian ini adalah menganalisis faktor yang mempengaruhi loyalitas pelanggan PT. SMA. Faktor yang uji dalam penelitian ini yaitu kualitas layanan dan harga dengan menjadikan kepuasan pelanggan menjadi variabel mediasi. Metode penelitian menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini yaitu karyawan PT. SMA sebanyak 100 orang. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner. Teknik analisis data menggunakan analisis SEM-PLS. Hasil penelitian menunjukkan kualitas layanan dan harga terhadap loyalitas pelanggan. Kepuasan pelanggan memediasi penagruh kualitas layanan dan harga terhadap loyalitas pelanggan.
Kata Kunci: Loyalitas, Kualitas Layanan, Kepuasan pelanggan
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DOI: https://doi.org/10.37531/yume.v9i1.11076
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