Pengaruh Service Quality Terhadap Customer Loyalty Melalui Kepuasan Sebagai Variabel Intervening (Studi Kasus Pada Anggota Simpan Pinjam KUD Pakis Malang)

Abstract The aim of this research is to find out the service quality toward customer loyalty through the satisfaction as the intervening variable. The population of this research is the data which is collected from the KUD Pakis Malang in 2017. The sample is collected by using accidental sampling technique with 64 respondents. The analysis is done by using path analysis. The research finding indicated that service quality significantly affects the customer loyalty with the score (sig. 0.000), the service quality significantly affects the satisfaction with the score (sig. 0.000), the satisfaction significantly affects the costumer loyalty with the score (sig. 0.000), the satisfaction also do not mediate between the service quality and the customer loyalty because the directed effect is higher than undirected effect. Keyword: Service Quality, Customer Loyalty, Satisfaction