PENGARUH SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI PADA PELANGGAN ALFAMART TLOGOMAS

The purpose of this study is to examine the effect of service quality on customer loyalty with satisfaction as a mediating variable on tourists to Alfamart Tlogomas customers. The data is obtained through an online survey using google form on 180 samples taken based on accidental sampling of the customer population who shopped at Alfamart Tlogomas. The results of the study explain that service quality has a positive and significant effect on satisfaction, service quality has a positive and significant effect on customer loyalty, satisfaction has a positive and significant effect on customer loyalty. Then the path analysis technique shows that service quality has a positive and significant effect on customer satisfaction and loyalty. Based on the Sobel test, it shows that satisfaction partially and significantly mediates the effect of service quality on customer loyalty