Pengaruh Kualitas Layanan dan Kewajaran Harga Yang Dirasakan Terhadap Loyalitas Pelanggan Dimediasi oleh Kepuasan Pelanggan

Abstract

This study aims to empirically examine the mediating role of customer satisfaction in a direct relationship between service quality and reasonableness of price on customer loyalty. The sample was 165 customers who had choosen using purposive sampling method from the population of provider prepaid card customers. The research hypotheses tested with multiple linear regression analysis technique. Test results showed that 1) Quality of service has a positive effect on customer satisfaction, 2) Fairness of perceived price has an effect on customer satisfaction, 3) Quality of service has a positive effect on customer loyalty, 4) Fairness of perceived price has a positive influence on customer loyalty, 5) Customer satisfaction has positive effect on customer loyalty, 6) Specifically, customer satisfaction is a partial mediator of the relationship between service quality and reasonableness of price on customer loyalty.

Keywords: service quality, fairness of perceived price, customer satisfaction, customer loyalty.