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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Wihalauw, Margaretta Wellia
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Decision Sciences, Operations Research & Management

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Analysis of The Effect of Price Perception and Service Quality on Customer Loyalty with Customer Satisfaction as A Mediating Variable Wihalauw, Margaretta Wellia; Yulianti, Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.06

Abstract

Purpose – This study aims to analyze the effects of price perception and service quality on customer loyalty with customer satisfaction as a mediating variable in Bibi Coin Laundry, Tangerang.   Design/methodology/approach – This study employs a quantitative research design using a survey method. Data were collected through questionnaires distributed to customers of Bibi Coin Laundry. The data were analyzed using Structural Equation Modeling (SEM) to examine direct and indirect relationships among price perception, service quality, customer satisfaction, and customer loyalty.   Findings – The results indicate that price perception has a positive but insignificant effect on customer loyalty, while service quality has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction partially mediates the relationship between price perception and service quality on customer loyalty.   Originality/value  – This study contributes to service marketing literature by examining the mediating role of customer satisfaction in the relationship between price perception, service quality, and customer loyalty in the laundry service industry. The findings provide practical implications for laundry businesses in improving service quality and adopting competitive pricing strategies to enhance customer loyalty.
Co-Authors Ida Yulianti