PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan E-commerce Shopee di Universitas Muhammadiyah Malang)

The research aims to test the influence of service quality on customer loyalty with customer satisfaction as a mediating variable. The sample of 120 was taken in quota sampling from the student population of the University of Muhammadiyah Malang who shopped through Shopee E-commerce on April 1-30, 2021. Primary data was obtained from surveys through google-form. Secondary data was obtained through various sources ranging from online journals, articles, websites, and previous research as supporting data and complementary data. Path analysis and hypothesis testing indicate that service quality has a positive and significant influence on customer satisfaction, service quality has a positive and significant influence on customer loyalty, customer satisfaction has a positive and significant influence on customer loyalty, and the Sobel-test indicates that customer satisfaction is not able to mediates the effect of service quality on customer loyalty