Analisis kualitas pelayanan, harga dan lokasi terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada Toko Damai di Kota Kendari

Tendian, Chris Michael (2022) Analisis kualitas pelayanan, harga dan lokasi terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada Toko Damai di Kota Kendari. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk menganalisis pengaruh dari kualitas pelayanan, harga dan lokasi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif yang dilakukan pada sebuah toko retail supermarket bernama Toko Damai yang berkedudukan di KotaKendari. Responden dari penelitian ini adalah pelanggan yang berbelanja di Toko Damai. Metode penarikan populasi dan sampel dalam penelitian ini adalah non-probability sampling dengan menggunakan teknik purposive sampling. Penelitian ini memberikan hasil yang mengindikasikan bahwa kualitas pelayanan mempengaruhi kepuasan pelanggan sebesar 0.247 (dalam skala likert 1-5), sedangkan harga sebesar 0.281 (dalam skala likert 1-5) dan lokasi yang berpengaruh paling tinggi dari ketiga variabel sebesar 0.370 (dalam skala likert 1-5). hal ini juga mengindikasikan bahwa setiap variabel secara positif dan signifikan mempengaruhi kepuasan konsumen. Selain itu, kepuasan konsumen juga terbukti berdampak secara positif dan signifikan mempengaruhi loyalitas konsumen. Pengaruhnya tercatat sebesar 0.565 (dalam skala likert 1-5) dan berlaku sama pada arah yang sebaliknya. / The purpose of this study was to analyze the effect of service quality, price and location on customer loyalty with customer satisfaction as a mediating variable. This study uses a quantitative approach that is carried out at a supermarket retail store called Toko Damai which is located in Kendari City. Respondents from this study were customers who shopped at Toko Damai. The population and sample withdrawal method in this study is non-probability sampling using purposive sampling technique. This study provides results that indicate that service quality affects customer satisfaction by 0.247 (on a Likert scale of 1-5), while the price is 0.281 (on a Likert scale of 1-5) and the location that has the highest influence on the three variables is 0.370 (on a Likert scale of 1-5). This also indicates that each variable positively and significantly affects consumer satisfaction. In addition, consumer satisfaction has also been shown to have a positive and significant impact on consumer loyalty. The effect is recorded at 0.565 (on a Likert scale of 1-5) and is the same in the opposite direction.

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