PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN XL PRABAYAR DI PAMEKASAN)
Abstract: Communication
technology growing rapidly marked with the increasingly tight the competition among
service provider industry. A tighter market condition drives the market players
and producer to win the competition. This has led some providers to continually
maintain the quality of service and pricing to maintain satisfaction and
maintain customer loyalty. The tendency of consumers to change the mobile card
also because some number of industry providers has decreased. The aim of this
study is to analyze and explain the effect of service quality and price towards
customer loyalty with satisfaction as intervening variable. Respondents in this
study are respondents who bought and used Prepaid XL and constantly recharging
pulse in minimum last 3 months. Respondent’s minimum 17 years old and the
Prepaid XL which mentioned in this study are only for telephone. The study is
done in PT. XL Axiata’s official distributor, PT. TEMA Pamekasan. Sampling
technique used in this study is nonprobability sampling and sample is chosen by
judgmental sampling with amount of 220 respondents. Data collection technique
used in this study is a form of questionnaire. Measurement scales used is
Likert scale. Data analysis technique is using Path Analysis with AMOS. The
result of this study shows that there is a positive and significant influence
between service quality and price towards satisfaction. There is a positive and
significant influence between satisfaction and customer loyalty. There is a
positive and significant influence between service quality and price towards.
Keywords: Service Quality,
Price, Satisfaction, Customer Loyalty
Penulis: YENI ROSA TAKHOLY
Kode Jurnal: jpmanajemendd180464
