PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN BENGKEL RINJANI UMM

The purposed of this studied is to examined the effect of service quality on customer loyalty with customer satisfaction as a variable of medication at customer Rinjani UMM workshop. The variables included in this study consist of independent variables (service quality), dependent variable (customer loyalty), and mediation variable (customer satisfaction). This study used multiple regression analysis for mediation on 114 respondents who have been determined using quota sampling technique as a method of sampling by using questionnaires for data collection. The result of this research revealed that service quality have positive and significant effect to customer satisfaction, customer satisfaction has positive and significant effect to customer loyalty, service quality have positive and significant influence to customer loyalty, and service quality have positive and significant influence to customer loyalty with customer satisfaction as mediation variable