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PENGARUH MEDIASI KEPUASAN KONSUMEN DALAM HUBUNGAN ANTARA KUALITAS PELAYANAN, PERSEPSI HARGA DAN LOYALITAS PELANGGAN

Lila Bismala

Abstract


Penelitian ini bertujuan untuk menguji peran mediasi dari kepuasan konsumen dalam hubungan antara kualitas pelayanan, persepsi harga dan loyalitas pelanggan.  Dengan sampel sebanyak 73 responden, hasil penelitian menunjukkan bahwa kepuasan konsumen berperan sebagai variabel mediasi dalam hubungan persepsi harga dan loyalitas pelanggan, namun tidak berperan sebagai variabel mediasi dalam hubungan kualitas pelayanan  dan loyalitas pelanggan.  Maka dapat disimpulkan bahwa konsumen memiliki preferensi yang lebih tinggi terhadap harga yang dipersepsikan dalam hubungannya dengan loyalitas

Keywords


kepuasan konsumen, kualitas pelayanan, persepsi harga loyalitas pelanggan

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References


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DOI: http://dx.doi.org/10.35671/probisnis.v15i1.1835

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