Effect Of Service Quality And Perception Of Fairness Of Customer Loyalty With Customer Satisfaction As A Mediation Variables 10 Th Isca 2020

The development of adequate transportation facilities in an area will affect improving the quality of the economy, education, and health on the quality of life of its people. The Jateng Provincial Government is developing public transportation facilities through the BRT (Bus Rapid Transit) system, which is expected to be the leading transportation choice for the community. The purpose of this study was to determine the effect of service quality and perceived price fairness on customer loyalty and the effect of mediating customer satisfaction. This research uses a quantitative approach with a survey method—sampling using a purposive sampling technique with a total of 107 respondents. The sample criteria specified are consumers who have used the BRT Trans Jateng transportation service on the Purbalingga-Purwokerto route at least three times. This research was conducted using test path analysis and causal steps using the SPSS application as a data analysis tool. The results of this study indicate that service quality has a positive effect on customer satisfaction, perceived price fairness has a positive effect on customer satisfaction, service quality has a positive effect on customer loyalty, perceived price fairness has a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, customer satisfaction mediates the relationship between service quality on customer loyalty and customer satisfaction to mediate the relationship between perceived price fairness and customer loyalty. Keywords: Service Quality, Perceived Fairness Price, Customer Satisfaction and Customer Loyalt