PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PERUSAHAAN OTOBUS (PO) SINAR JAYA JAKARTA – PURWOKERTO DENGAN VARIABEL INTERVENING KEPUASAN KONSUMEN

ABSTRACT Yohanes Budi Prihartanto. 2014 : The Effect of Service Quality and Perceived Price on Consumer Loyalty in Autobus Company (PO) Sinar Jaya Jakarta – Purwokerto with Consumer Satisfaction as Intervening Variable. Thesis, Jakarta: Concentration in Marketing Management, Program Management, Department of Management, Faculty of Economics, State University of Jakarta. This study aims to determine the effect of Service Quality and Perceived Price on customer loyalty through customer satisfaction at PO Sinar Jaya Jakarta – Purwokerto. The analysis conducted in this research is descriptive and causal correlational analysis. The study was conducted with 310 passengers of The InterCity Bus PO Sinar Jaya Jakarta - Purwokerto using purposive sampling method. While the technique of data collection is done by distributing questionnaires, which are then processed using AMOS 21. The results showed that: 1) more than 60% of passenger buses PO Sinar Jaya Jakarta - Purwokerto responded positively to the overall measurement variables. 2) Service Quality and Customer Satisfaction has a significant relationship with a p-value of 0.003. 3) Perception price and customer satisfaction has a significant relationship with p-value of 0.044. 4) Customer Satisfaction and Loyalty Consumers have a significant relationship with a p-value of ***. 5) Quality of Service is found to significantly affect the variable Customer Loyalty through Customer Satisfaction, at 44,1%. 6) Variable Perception price shown to significantly affect the variable Customer Loyalty through Customer Satisfaction, at 30,0% Keywords : Service Quality, Price Perceptions, Consumer Satisfaction, Consumer Loyalt