PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PT. HONDA DENPASAR AGUNG

Abstrak

The purpose of this study is to examine the role of customer satisfaction in mediating the effect of service quality on customer loyalty at PT. Honda Denpasar Agung Indah Motor in Bali. Research respondents were company customers with a minimum age of 17 years and had purchased a Honda car unit at a PT dealer. Honda Denpasar Agung Indah Motor. The number of research respondents was set at 110 respondents using the sampling technique that was purposive sampling. Data was collected through questionnaires. The data analysis technique used is the path analysis technique and the sobel test. The results showed that service quality has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty at PT. Honda Denpasar Agung Indah Motor.

Key words : service quality, customer satisfaction, customer loyalty.