ANALISIS KUALITAS PELAYANAN DAN HARGA SERTA PENGARUHNYA TERHADAP LOYALITAS AKSEPTOR IUD DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING
Abstract
The purpose of this study was to inversigate the intervening role of customer satisfaction on the relationship between service quality, price and customer loyalty. The study population is all customers used IUD contraceptive in Sungai Penuh city and number of sample was accounted for 110 customers. This study performed proportional cluster sampling to get the sample. In order to test hypotheses, this study conducted multiple, single and hierarchical regression analyses by using Statistical Package for Social Science (SPSS) version 16.0. The results of analysis displayed that a) Service quality and price decision positively and significantly explained customer loyalty. b) Service quality and price decision positively and significantly explained customer satisfaction. 3) Customer satisfaction was found to have positive and significant effect customer loyalty. 4) Customer satisfaction played as intervening variable on the relationship between service quality, price and customer loyalty. The findings of this study provided practical contribution and recommendation to enhancing customer satisfaction, service quality, and price decision.
Keywords: Service Quality, Price, Customer Satisfaction, and Customer Loyalty
References
Alida, Palilati (2007). Pengaruh Nilai Pelanggan. Kepuasan terhadap Loyalitas Nasabah Tabungan Perbankan Di Sulawesi Selatan. Jurnal Manajemen dan Kewirausahaan. Vol 9 No 1.
Asmai, I dan Zhafiri, L. (2011). Pengaruh Kepuasan dan Kepercayaan Konsumen terhadap Loyalitas: Studi tentang Peran Mediasi Switching Costs. Jurnal Siasat Bisnis. Vol 15 No 1.
Anthanassopoulos, Antreas, Spiros Gaounaris dan Vlassis Stathakopoulos (2001). Behavioral Responses to Customer Satisfaction: An Empirical Study. European Journal of Marketing, Vol 35, No 5/6 687-707.
Aprih, Santoso dan Bambang, Kunarto.(2009). “Analisis Pengaruh Faktor Internal Mahasiswa dan Bauran Pemasaran Terhadap Keputusan Pembelian Teh (Studi Kasus Mahasiswa Kos di Semarang). Jurnal Dinamika Sosbud Volume 11 Juni 2009:1-14 ISSN 1410-9859
Arlina, N. L dan Martin (2009). Pengaruh Harga (Price) dan Kualitas Pelayanan (Service Qualitiy) Terhadap Kepuasan Pasien Rawat Inap di RSU Medan. Jurnal Manajemen Bisnis. Vol. 2 No. 2.
Baron, R.M dan Kenny, D.A (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology. Vol. 51 No.6. pp 1173-1182.
Caruana, Albert (2002). Service Loyalty: The Effects of Service Quality and The Mediating Role of Customer Satisfaction. European Journal of Marketing, Vol 36 No 8 pp 811-828.
Diskha, M., Jumilah, H., dan Teddy, C. (2010). Analisis Kepuasan Pasien sebagai Mediasi Pengaruh Kualitas Pelayanan Kesehatan terhadap Citra Rumah Sakit Umum Daerah (RSUD) Arifin Achmad Pekanbaru. Jurnal Aplikasi Manajemen Vol 10. No 3.
