PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN JASA TRANSPORTASI TRAVEL (Studi pada Pelanggan Buana Travel Tulungagung)

This study aimed to analyze the service quality, customers’ satisfaction, and customers’ loyalty and to analyze the effects of service quality towards the customers’ loyalty through customers’ satisfaction as an intervening variable in Buana Travel Tulungagung. The data were obtained through questionnaire. There were 100 customers selected through purposive sampling. This is an explanatory and quantitative study with survey method. Test instrument used comprised the validity and reliability tests. The data were analyzed through path analysis and hypothesis test. The findings showed that the service quality did not significantly affect the customers’ loyalty. The service quality significantly affected the customers’ satisfaction. The customers’ satisfaction significantly affected the customers’ loyalty. Meanwhile, the service quality significantly affected the customers’ loyalty through customers’ satisfaction