Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Melalui Kepuasan Konsumen Bengkel Yamaha
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
service quality, price fairness, customer satisfaction, customer loyaltyAbstract
This research aims to examine the extent to which service quality and perceived price fairness
influence customer loyalty, while positioning customer satisfaction as a mediating variable at
Yamaha Motorcycle Workshop PT. Bintang Muda Mandiri. The study employed a quantitative
survey approach. The research site was chosen using a purposive area technique, while
respondents were selected through purposive sampling. Primary data were gathered through
questionnaires and documentation, then processed using t-test, Sobel test, and F-test. The results
revealed that both service quality and price fairness significantly affected customer loyalty, as
indicated by p-values below 0.05. The Sobel test further confirmed that customer satisfaction acts
as a mediator in the relationship between service quality and loyalty, as well as between price
fairness and loyalty, with p-values also under 0.05. Moreover, the F-test demonstrated that the
regression model was overall significant, proving that all independent variables collectively
influenced loyalty. In conclusion, these findings highlight that enhancing service quality, setting
fair pricing, and prioritizing customer satisfaction are crucial strategies to strengthen customer
loyalty
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