Pengaruh Harga terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Urban Laundry Palembang

Pratama, Jiven
Lestari, Retno Budi

MDP Student Conference
Vol 4 No 2 (2025): The 4th MDP Student Conference 2025

This study aims to analyze the effect of price impact on Urban Laundry Palembang customer loyalty, both directly and through customer satisfaction as a mediating variable. This study uses a quantitative approach with a survey method, involving 175 respondents selected based on calculations using the Slovin formula. Data processing was conducted through simple regression analysis, Sobel test, and t and F tests with the help of SPSS software version 27. The results revealed that price has a positive and significant influence on customer loyalty, both directly and through customer satisfaction as an intermediary variable. The results of this study confirm that customer satisfaction plays an important role in strengthening the relationship between price and customer loyalty. Therefore, implementing the right pricing strategy and increasing customer satisfaction are the main factors in building customer loyalty in the laundry service sector.