Pengaruh Kualitas Pelayanan terhadap Loyalitas Konsumendimediasi Kepuasan Konsumen
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Service Quality, Satisfaction, LoyaltyAbstract
Customer loyalty is a loyal feeling that customers have to continue using the products or services offered. The purpose of this study was to find out how the influence of service quality on customer satisfaction and loyalty. This research was conducted at PT. Beautiful Bali Star. The number of samples taken was 100 respondents. Data collection techniques are observation, interviews, documentation, literature and questionnaires. The research instrument test uses validity and reliability tests. While the data analysis technique is by path analysis and sobel test. The test results show that service quality has a positive and significant effect on consumer loyalty at PT. Beautiful Bali Star. Based on a sig value of 0.000. Service quality has a positive and significant effect on customer satisfaction at PT. Beautiful Bali Star. Based on a sig value of 0.000. Consumer satisfaction has a positive and significant effect on consumer loyalty at PT. Beautiful Bali Star. Based on a sig value of 0.002. Consumer satisfaction is able to mediate the effect of service quality on consumer loyalty at PT. Beautiful Bali Star. Based on Zcount value (2.06) > Z table (1.98). The suggestion of this research is that it is hoped that the company will emphasize more so that employees pay attention to appearance so that consumers are comfortable when dealing face to face. the company should pay more attention to how to handle consumer complaints so that consumer satisfaction is maintained. the company should provide more value, especially in terms of price so that consumers do not turn to competing companies.
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