PENGARUH NILAI PELANGGAN DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI BUKALAPAK (Studi Kasus pada Mahasiswa Manajemen FEB Unisma Angkatan 2015)

ABSTRACT This study aims to test and analyze the effect of Customer Value, Service Quality on Customer Loyalty through Customer Satisfaction at Bukalapak. This research will be carried out by distributing questionnaires to 96 Bukalapak customer respondents to the 2015 FEB Unisma Management Students. The analysis technique used is quantitative analysis techniques with path analysis method. The results of this study indicate that Customer Value has a positive and significant effect on Customer Loyalty, Service Quality has a positive and significant effect on Customer Loyalty, Customer Satisfaction has a positive and significant effect on Customer Loyalty. Keywords: Customer Value, Service Quality, Customer Loyalty, Customer Satisfaction.