PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA BENGKEL SERVICE YAMAHA SENTRAL MOTOR SITEBA PADANG

Abstract

This study aims to determine the effectof service quality on customer loyalty, the impact of
service quality on customer satisfaction, the effect of customer satisfaction on customer loyalty, and
influence customer satisfaction as an intervening variable between service quality and customer
loyalty. The population inthis study are allthe customerswhohave used the servicesof the Central
Motor Yamaha work shop service Siteba Padang. The sampling technique using apurposive
sampling method, the number ofsamples usedis138 respondents. Data analysis technique used totest
the hypothesis is a simple linear regression and multi level linear regression.
The study found that the quality of services significantly influence customer loyalty, service
quality significant effect on customer satisfaction, customer satisfaction significantly influence
customer loyalty, customer satisfaction acts as apartial intervening variable between service quality
and customer loyalty.
Keywords: Quality of service, customer satisfaction, customer loyalty