<![CDATA[Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan kualitas layanan terhadap kepuasan dan loyalitas pelanggan Koncocetak. Populasi dalam penelitian ini adalah pelanggan yang pernah membeli produk di Koncocetak, peneliti mengambil sampel sebanyak 100 responden dengan menggunakan teknik purposive sampling. Data primer diperoleh menggunakan kuesioner sedangkan data sekunder dengan menggunakan studi pustaka. Penelitian ini menggunakan teknik analisis jalur (path analysis) dengan bantuan program SPSS versi 20. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima yaitu 1) persepsi harga berpengaruh positif dan signifikan terhadap kepuasan, 2) kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan, 3) persepsi harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan, 4) kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, 5) kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kata Kunci: Persepsi Harga, Kualitas Layanan, Kepuasan Pelanggan dan Loyalitas Pelanggan. Abstract The aim of this research is to know the effect of service quality and price perceptions on customer satisfaction and loyalty on Koncocetak customers. The population in this study were customers who had bought products at Koncocetak, the researchers took a sample of 100 respondents using purposive sampling technique. Primary data was obtained using a questionnaire while secondary data was obtained by using a literature study. This research uses path analysis technique with the help of SPSS version 20 program. The result of the research shows that all hypotheses are accepted, 1) price perceptions had positive and significant effect on satisfactions, 2) service quality had positive and significant effect on satisfaction, 3) price perceptions had positive and significant effect on customer loyalty, 4) service quality had positive and significant effect on customer loyalty, 5) satisfaction had positive and significant effect on customer loyalty. Keywords: price perceptions, service quality, satisfaction, customer loyalty.]]>
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