<![CDATA[The purpose of this study was to examine the effect of service quality and price on customer loyalty through customer satisfaction at the Regional Water Supply Company (Perumda Air Minum) of Padang City. The sample used in this study consisted of 80 respondents who were customers of the Regional Water Supply Company of Padang City. Data were collected through questionnaires that had been tested for validity and reliability. Customer loyalty is one of the key factors in maintaining the sustainability of a service company; therefore, it must be supported by high service quality, appropriate pricing, and a high level of customer satisfaction. This study employed a quantitative approach using a survey method. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 3.0 software to examine both the direct and indirect effects among the variables. The results of the study indicate that service quality has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer loyalty, price has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction significantly mediates the effect of service quality on customer loyalty and also significantly mediates the effect of price on customer loyalty at the Regional Water Supply Company (Perumda Air Minum) of Padang City.]]>
