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Riko Levita Arnas
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance Social Sciences

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PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING Riko Levita Arnas; Wiyadi Wiyadi
JURNAL LENTERA BISNIS Vol. 13 No. 1 (2024): JURNAL LENTERA BISNIS, Januari 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i1.1035

Abstract

The purpose of this study was to analyze the effect of service quality and price perceptions on customer loyalty with customer satisfaction as an intervening variable. This research method is quantitative. The population in this study were all people who had used Rahayu Tour Travel services. The sample of this study was 140 respondents. This sampling technique uses purposive sampling. The data used in this research is primary data. The data analysis technique used in this research is descriptive analysis and Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS). The results of this study are that Service Quality and Price Perception have a positive and significant effect on Customer Loyalty. Service Quality and Price Perception have a positive and significant influence on Customer Satisfaction. Customer Satisfaction and Service Quality have a positive and significant influence on Customer Loyalty. Price Perception has a positive and significant influence on Customer Loyalty through Customer Satisfaction as a mediating variable. Keywords: Service Quality, Price Perception, Customer Loyalty, Customer Satisfaction
Co-Authors Wiyadi Wiyadi