PENGARUH KUALITAS PELAYANAN, KEUNGGULAN PRODUK DAN CITRA TERHADAP LOYALITAS PENGUNJUNG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA KANTOR PERPUSTAKAAN, ARSIP DAN DOKUMENTASI KABUPATEN KERINCI

Abstract

Library plays an imprtant role as one of knowledge resource. The purpose of this
study was to analize the intervening effect of visitor satisfaction on the relationship
between service quality, product advantage, image and visitor loyalty. The study
population is all library visitors located in Kerinci regency and number of sample was
accounted for 319 visitors by performing accidental sampling method. In terms of
hypothesis testing, this study conducted multiple, single and hierarchical regression
analyses by using SPSS version 16.0. The results of analysis revealed that a) Service
quality, product advantage and image distribution positively and significantly
influenced visitor loyalty. b) Service quality, product advantage and image
distribution positively and significantly influenced visitor satisfaction. c) Visitor
satisfaction affected positively and significantly visitor loyalty. d) Visitor satisfaction
was foung as intervening variable on the relationship between service quality, product
advantage, image and visitor loyalty. The findings of this study recommended to
develop visitor satisfaction by enhancing service quality, product advantage and
image.
Keywords: Service Quality, product Advantage, Image, Customer Satisfaction, and Customer Loyalty