The effect of price perceived and service quality on customer loyalty with customer satisfaction as mediating variable at Six to 9 Cafe Medan

Jimmy, Jimmy (2022) The effect of price perceived and service quality on customer loyalty with customer satisfaction as mediating variable at Six to 9 Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of perceived price and service quality on consumer loyalty with customer satisfaction as a mediating variable at Six to 9 Cafe Medan. With a good price perception and good service, quality will make consumers feel satisfied and ultimately make consumers loyal to Six to 9 Cafe Medan. Descriptive and causal studies were used to analyze a sample of 100 consumers. Respondents are consumers of Six to 9 Cafe Medan taken using non-probability sampling criteria using accidental sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The test results found that the perception of price and service quality had a significant influence on consumer loyalty with the variable of customer satisfaction as a mediating variable. It can be suggested that Six to 9 Cafe Medan can maintain and even increase customer loyalty by first increasing customer satisfaction which pays more attention to price perceptions and service quality is very important./ Tujuan penelitian ini adalah untuk menguji pengaruh persepsi harga dan kualitas pelayanan terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi pada Six to 9 Cafe Medan. Dengan adanya persepsi harga yang baik dan kualitas pelayanan yang baik akan membuat konsumen merasa puas dan pada akhirnya membuat konsumen loyal pada Six to 9 Cafe Medan. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 100 konsumen. Responden adalah konsumen Six to 9 Cafe Medan yang diambil dengan menggunakan kriteria non probability sampling dengan menggunakan accidental sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil pengujian mendapatkan bahwa persepsi harga dan kualitas pelayanan memiliki pengaruh yang signifikan terhadap loyalitas konsumen dengan variabel kepuasan konsumen sebagai variabel mediasi. Dapat disarankan agar Six to 9 Cafe Medan dapat menjaga bahkan meningkatkan loyalitas konsumennya dengan pertama-tama meningkatkan kepuasan konsumen yang mana memberikan perhatian lebih terhadap persepsi harga dan kualitas pelayanan menjadi hal yang sangat penting.

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