PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN (STUDI PADA RUMAH MAKAN BAKMI TUNGKU DI KABUPATEN BADUNG)
ABSTRACT: This study aims to
explain the effect of service quality on customer satisfaction and customer
loyalty, the influence of customer satisfaction on customer loyalty, and the
role of customer satisfaction mediate the quality of service to customer
loyalty. This research was conducted at Rumah Makan Bakmi Tungku Uluwatu,
Jimbaran with the population that is used by all customers in Rumah Bakmi
Tungku Uluwatu, Jimbaran which visited before and the sample size of 100
people, the calculation of the indicator number multiplied 5 to 10. Data
collection is done by spreading questionnaire and using Likert scale to measure
21 indicators from three research variables. Analysis technique used in this
research is path analysis (path analysis). The results of this study indicate
that the quality of service has a positive and significant impact on customer
loyalty, service quality has a positive and significant impact on customer
satisfaction, and customer satisfaction has a positive and significant impact
on customer loyalty. The results also show that customer satisfaction is able
to mediate the influence of service quality on customer loyalty.
Kata kunci: kualitas layanan, kepuasan pelanggan, loyalitas pelanggan
Penulis: Fahrainsyah Wahyu
Putra, Eka Sulistyawati
Kode Jurnal: jpmanajemendd180033
