ANALISIS PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI KEPUASAN PELANGGAN PRODUK MINUMAN CHATIME DI PALEMBANG

ABSTRACT

This research conducted to determine analysis of the influence service
quality to customer loyalty, through customer satisfaction Chatime in Palembang.
This study used a sample of 96 people who consumed drinks Chatime 2 times in
the last month. The sampling technique used is purposive sampling. Then analysis
covering the validity test, reliability test, the classical assumption test, descriptive
analysis, path analysis, determination coeffecient (R2). The result of this study are
(1) service quality has a positive influence and significant on customer loyalty;
(2) service quality has a positive influence and significant on customer
satisfaction; (3) customer satisfaction has a positive influence and significant on
customer loyalty; (4) service quality has influence indirectly on customer loyalty
mediated customer satisfaction.

Keyword : service quality, customer satisfaction, customer loyalty