ANALISIS PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PENUMPANG KERETA API DENGAN KEPUASAN SEBAGAI INTERVENING VARIABEL. (Studi Kasus Pada Penumpang PT. Kereta Api Indonesia (Persero) Divisi Regional II Sumatera Barat)

Abstract

This research aimed to analysis the role of consumer satisfaction in mediating the influences of servive quality and price on consumer loyalty. The population in this study are all consumers of PT. Kereta Api Indonesia (Persero) divition regional two (II) of Sumatera Barat. The sample was taken with purposive sampling method. The number of the sampling was 138 respondens. The data analysis technique was used multiple regression, single regression, and hirarcy regression. Finding indicate that all of the hypotheses are supported. The Shows is: 1) The service quality and price significantly to the influence consumer loyalty of train in the Padang city, 3) The service quality and price significantly to the influence consumer satisfaction of train in the Padang city, 3) The satisfaction significantly to the influence consumer loyalty of train in the Padang city ,4) Satisfaction does not fully mediate the influence of service quality and price on consumer loyalty. The existence of direct influence of service quality and price on consumer loyalty shows this evidence. There results are consisten with previous findings. Service quality and price influence the consumer loyalty both directly and indirectly through satrisfactrion.
Key Word: Service quality, Price, Satisfaction, Consumer Loyalty.