Mediasi Kepuasan Konsumen Pada Hubungan Kualitas Pelayanan Dengan Loyalitas Pada PT Prisma Elektrika Bali

Abstract

The purpose of this study was to determine how the influence of service quality on satisfaction and loyalty. This research was conducted at PT Prisma Elektrika Bali with a research sample of 90 consumers. Data collection techniques are observation, interviews, documentation, literature and questionnaires. While the data analysis techniques are validity, reliability, path analysis and Sobel test. The results showed that service quality had a positive and significant effect on loyalty. Based on the calculation results, the value of is 0.471 and the research significance level for the service quality variable on loyalty is 0.000, which is smaller than 0.05. Service quality has a positive and significant effect on customer satisfaction. Based on the calculation results, the value is 0.427 and the research significance level for the service quality variable on customer satisfaction is 0.000, which is smaller than 0.05. Consumer satisfaction has a positive and significant effect on loyalty to PT Prisma Elektrika. Based on the calculation results, the value of is 0.288 and the research significance level for the variable of customer satisfaction on loyalty is 0.002, which is smaller than 0.05. Consumer satisfaction is able to mediate the effect of service quality on loyalty at PT Prisma Elektrika.