PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN
Abstrak
Satisfaction and loyalty are two elements that complement each other. Both are formed by the emergence of a value perceived by consumers towards a product. This study aims to examine the effect of service quality and customer satisfaction on customer loyalty at Yamaha Waja Motor shop in Denpasar. The method of determining the sample of this research is non probability sampling. The analysis technique used path analysis and Sobel test. The results show that service quality influences customer satisfaction positively significantly, as well service quality has a positive and significant effect on customer loyalty, and customer satisfaction has a significant positive effect on customer loyalty. Customer satisfaction is able to mediate the influence of service quality on customer loyalty partially. Based on these results, to realize loyal customers, Yamaha Waja Motor workshop management must continue to improve the quality of its services, thus creating satisfaction in the minds of customers.
Keywords: service quality, customer satisfaction, customer loyalty