Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan Bengkel Resmi Honda Asia Motor Di Denpasar

Ni Kadek Trisna Yanti; I Gusti Ayu Wimba; IA. Mashyuni

doi:10.32795/vol4wamrtno1th24

Ni Kadek Trisna Yanti Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
I Gusti Ayu Wimba Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
IA. Mashyuni Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Customer Satisfaction, Service Quality, Customer Loyalty

Abstract

In a tight business era, companies are required to be able to create a competitive advantage in order to survive. This research was conducted to determine the direct and indirect relationship between service quality and customer loyalty through customer satisfaction. By using a sample of 97 customers, this study uses the Validity Test, Reliability Test, Path Analysis and Sobel Test in its research. From the research results, it can be seen that service quality directly affects customer satisfaction and loyalty. Customer satisfaction is positively related to customer loyalty. And the quality of service has an indirect effect on customer loyalty through satisfaction. In the future, Honda Asia Motor Authorized Workshops should routinely provide training to employees by using professional trainers, appropriate training methods and with training materials that suit the needs of employees.

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