PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI MEDIASI (Studi Kasus Pada Banaran Resto di Kampoeng Kopi Banaran Bawen, Kabupaten Semarang)

Abstract

The purpose of the research is to explain the effects of service quality to customers’ loyalty and customers’ satisfaction as the mediation. The population of the research is the customers of Kampoeng Kopi Banaran, located at Jalan raya Bawen – Solo Km 1,5 Bawen, Semarang Regency with an average of 6,692 customers per a month. The sample of the research is 100 customers. The sampling technique uses purposive sampling (sampling with the goal). The types of the data and the data collection techniques use primary data. The analysis technique uses the instrument test, path analysis ,coefficient of determination, F - test, t - test and mediation mediation. The results show that : (1). service quality has significant positive effect on customers’ satisfaction. ( 2 ) . service quality has significant positive effect on consumers’ loyalty. (3). Customers’ satisfaction has a significant positive effect on consumers’ loyalty. (4). Quality of service and customers’ satisfaction affects customers’ loyalty. The influence of Quality of service and customers’ satisfaction to customers’ loyalty is 79.8%. (5). Customers’ satisfaction is a variable that mediates between service quality to customers’ loyalty, because the quality of service to customer loyalty the quality of service to customer loyalty influent customer satisfaction is bigger than the direct effect of service quality on customer loyalty indirectly.

Keywords : Service Quality, Customer Satisfaction, Customer Loyalty