<![CDATA[Loyalitas pelanggan merupakan suatu keadaan di mana pelanggan setia dan terus membeli dan menggunakan produk atau layanan dari sebuah merek atau perusahaan. Loyalitas pelanggan sangat berkaitan erat dengan kualitas pelayanan dan tingkat kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening. Penelitian ini dilakukan kepada pelanggan Shopee-Food di Kota Denpasar. Metode yang digunakan dalam menentukan ukuran sampel yaitu purposive sampling dengan ukuran sampel yang diambil sebanyak 100 responden. Pengumpulan data dilakukan dengan menyebarkan kuesioner penelitian melalui google form. Data yang diperoleh kemudian dianalisis dengan teknik analisis data yang terdiri atas analisis statistik deskriptif, analisis jalur (path analysis), dan uji sobel. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan secara signifikan memediasi hubungan kualitas pelayanan terhadap loyalitas pelanggan. Implikasi teoritis penelitian ini mampu mengkonfirmasi konsep peran kepuasan pelanggan memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan. Implikasi praktis penelitian ini yaitu pihak Shopee harus lebih memperhatikan aspek yang terkait dengan kualitas pelayanan seperti ketersediaan driver dan kesesuaian estimasi waktu penerimaan makanan agar pelanggan merasa puas dan menjadi loyal. Customer loyalty is a condition in which customers are loyal and continue to buy and use products or services from a brand or company. Customer loyalty is usually closely related to service quality and customer satisfaction levels. This study aims to analyze the effect of service quality on customer loyalty through customer satisfaction as an intervening variable. This research was conducted on Shopee Food consumers in Denpasar City. The method used in determining the number of samples is purposive sampling with the number of samples taken as many as 100 respondents. Data collection was carried out by distributing research questionnaires via google form. The data obtained was then analyzed with data analysis techniques consisting of descriptive statistical analysis, path analysis, and sobel test. The results of this study indicate that service quality has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer satisfaction, customer satisfaction significantly mediates the relationship between service quality and customer loyalty. The theoretical implications of this study are able to change the concept of the role o f customer satisfaction to mediate the effect of service quality on customer loyalty. The practical implication of this research is that Shopee must pay more attention to aspects related to service quality such as the availability of drivers and adjusting the estimated time of receiving food so that customers feel satisfied and become loyal.]]>
