ANALYSIS OF INFLUENCE OF SERVICE QUALITY AND PRICE ON Fairness WITH CUSTOMER SATISFACTION CUSTOMER LOYALTY, CORPORATE IMAGE AND VARIABLE TRUST AS MEDIATION: STUDIES IN CONSUMER PO.ROSALIA INDAH SURAKARTA

Abstract

The purpose of this study was to examine the mediating role of customer satisfaction (customer satisfaction), the image of the company (corporate image) and consumer confidence (trust) in mediating the effect of service quality (service quality) and the reasonableness of the price (price fairness) on customer loyalty customer PO. Rosalia Indah Surakarta. In addition, the purpose of this study was to determine the factors that shape
consumer loyalty PO. Rosalia Indah Surakarta. Survey method was chosen to be used in data collection. The sample in this study was 200 Rosalia Indah customers or passengers who intend to loyal with the PO. Rosalia Indah Surakarta. While the sample collection technique using Convenience sampling. This technique was chosen to facilitate sampling. Validity and reliability to ensure data quality. Structural equation model is a statistical method chosen to elaborate on the relationship between variables, each of which is an unobserved variable. The test results indicate that out of eleven hypotheses were tested, only eight hypotheses
between variables that significantly influence service quality affects customer satisfaction, service quality affects customer loyalty, service quality affects the corporate image, service quality affects trust, price fairness affect customer loyalty, customer satisfaction affect customer loyalty, corporate image affects customer loyalty, corporate image affects trust. While the other three hypotheses no significant between variables that affect price fairness customer satisfaction, corporate image affects customer satisfaction, trust affects customer loyalty. In this study, limitations and implications of the study are also described to provide
guidance on the practical aspects, theoretical, and future studies.