PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI INTERVENING

Rianti Dea Rizky Pratiwi, 2020; Effect of Service Quality and Perceived Value on Customer Loyalty with Customer Satisfaction as Intervening (Survey on Tokopedia Application Users). Thesis, Jakarta: S1 Management Study Program, Faculty of Economics, Jakarta State University, Advisory Team: Dr. Mohamad Rizan, S.E, MM & Ika Febrilia, S.E, M.M. This study aims to investigate the effect of service quality on customer satisfaction, the effect of perceived value on customer satisfaction, the effect of customer satisfaction on customer loyalty, the effect of service quality on customer loyalty, the effect of perceived value on customer loyalty, the effect of service quality on customer loyalty with customer satisfaction as intervening, the effect of perceived value on customer loyalty with customer satisfaction as an intervening, for Tokopedia application users. The data collection method used a survey method with an instrument in the form of a questionnaire. The research object was 200 customer respondents who had made purchases on the online shopping site, the Tokopedia application. Data analysis used SPSS version 22 and SEM (Structural Equation Model) from the LISREL version 8.8 statistical package to process and analyze research data. The results of hypothesis testing show: 1) Service quality has a significant positive effect on customer satisfaction. 2) Perceived value has a significant positive effect on customer satisfaction. 3) Customer satisfaction has a significant positive effect on customer loyalty. 4) Service Quality has no significant positive effect on customer loyalty. 5) Perceived value has no significant positive effect on customer loyalty. 6) Service quality has a significant positive effect on customer loyalty through customer satisfaction. 7) Perceived value has a significant positive effect on customer loyalty through customer satisfaction. Keywords: service quality, perceived value, customer satisfaction, customer loyalty, Tokopedia ecommerce