Pengaruh Pelayanan dan Harga Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen Rumah Makan Lesehan Mulya Iringmulyo 15 A Kota Metro)

Abstract

This study aims to find out whether service has an effect on Consumer Satisfaction. To find out if Price affects Consumer Satisfaction. To find out whether the Service has an effect on Consumer Loyalty. To find out if Price affects Consumer Loyalty. To find out if Customer Satisfaction has an effect on Consumer Loyalty. To find out whether the Service affects Consumer Loyalty through Consumer Loyalty. To find out if Price affects Consumer Loyalty through Consumer Satisfaction. This study uses quantitative research. The sample in this study is 95 respondents who are consumers of Lesehan Mulya Restaurant. This data collection technique uses questionnaires, data analysis using Validity Test, Reliability Test, Normality Test, Linearity Test, T Test, R Test of Determination, Path Analysis and Statistical Hypothesis Test. Using SPSS version 29 program data processing. The results of the study show that Service has a direct effect on Consumer Satisfaction, Price has a direct effect on Consumer Satisfaction, Service has a direct effect on Consumer Loyalty, Price has a direct effect on Consumer Loyalty, Consumer Satisfaction has a direct effect on Consumer Loyalty, Service has an indirect effect on Consumer Loyalty through Consumer Satisfaction, Price has an indirect effect on Consumer Loyalty through Consumer Satisfaction.