PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING DI MINI MARKET WIRDA SITEBA PADANG

Abstract

This study aims to determine the effect of price and Quality of Service to the Customer Loyalty Satisfaction As an intervening variable in Mini Market Wirda Siteba Padang. The population in this study is the consumer who has ever shopped at Mini Market Wirda Siteba Padang. The sampling technique used purposive sampling method, the sample size used was 100 respondents. Data analysis methods used to test the hypothesis is multiple linear regression, simple linear regression and linear regression stratified. The results of this study found that the variable price effect on Consumer Loyalty, Quality of Service effect on Consumer Loyalty, Price effect on Customer Satisfaction, Quality of Service effect on customer satisfaction, customer satisfaction effect on Consumer Loyalty, Customer Satisfaction meintervening relationship between Price with Consumer Loyalty, and Consumer satisfaction meintervening between the Quality of Service with Customer Loyalty.
Keywords : Price, Quality Service, Consumer Satisfaction, Consumer Loyalty