PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN TRAVEL ANGEL DI KOTA PADANG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to determine: (1) the impact of service quality on satisfaction (2) impact of service quality on loyalty (3) the effect of satisfaction on loyalty (4) the effect of satisfaction as an intervening variable between service quality and loyalty. This type of research is an explanatory research with quantitative approach. A sample of 71 respondents who had used the Travel Angel. The sampling technique used was Purposiv sampling and data collection methods using questionnaires. Data analysis using SPSS 17 data using the technical analysis of the test data validity, reliability test, normality test, linearity, heteroscedasticity test, simple linear regression, linear regression stratified, determinand coefficient, significant test and hypothesis testing. The results of the study: (1) the variable quality of service has a significant influence on the satisfaction variables (2) The service quality variables have a significant influence on loyalty variable (3) variable satisfaction has a significant influence on the variable Loyalty (4) satisfaction variables play a role as an intervening variable between quality service and loyalty.
Key words : quality of service , satisfaction , loyalty.