PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada Pelanggan Bengkel Toyota AUTO2000 Sutoyo Malang)

This study aims to find out the effect of service quality on customer loyalty through customer satisfaction as a mediating variable. The study was conducted at Toyota AUTO2000 workshop in Sutoyo, Malang. This research is a quantitative research. The sampling technique used in this study is non-probability sampling with accidental sampling method. Data collection was carried out using questionnaires. The number of samples used in this study were 100 respondents. Data analysis tools used are path analysis, classic assumption test, and hypothesis testing using t test and Sobel test. The result of path analysis and sobel test shows that customer satisfaction is proven to mediate service quality on customer loyalty. The results of the classic assumptions show that all residual variables of service quality, customer satisfaction and customer loyalty are normal. Hypothesis testing using the t test and Sobel. T test results show that there is a positive and significant effect between service quality and customer loyalty. T test results show that there is a positive and significant effect between service quality and customer satisfaction. T test results show that there is a positive and significant effect between satisfaction with customer loyalty. The Sobel test results show that customer satisfaction partially mediates the effect of service quality on customer loyalt