Peran Kepuasan Konsumen Sebagai Mediasi Pada Kualitas Layanan Terhadap Minat Beli

Abstract

Tight competition and increasing consumer expectations of a product, especially service products make the company must have a way to increase the proportion of value in the company. The formulation of the problem and the purpose of this study is to find out consumer satisfaction mediating the effect of service quality on buying interest in antagonist café in Denpasar city. The number of respondents taken as many as 123 people. The data analysis techniques used are Validity and Reliability Test, Path Analysis Technique and Sobel Test. The data collection methods used in this study are Observation, Interview (Interview), Documentation, Literature and Questionnaires. Based on the results of the analysis found that: (1) the quality of service has a positive and significant effect on consumer satisfaction at Antagonis Cafe in Denpasar City. (2) Consumer satisfaction has a positive and significant effect on buyback interest in Antagonis Cafe in Denpasar City. (3) The quality of service has a positive and significant effect on buyback interest in Antagonis Cafe in Denpasar City. (4) Consumer satisfaction mediates the influence of service quality has a positive and significant effect on buyback interest in Antagonis Cafe in Denpasar City.