PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI PEMEDIASI (Studi Pada Pelanggan Alfamart di Kota Malang)

Abstract The purpose of this study is to determine and analyze the effect of service quality on customer loyalty, the effect of service quality on customer satisfaction, the effect of customer satisfaction on customer loyalty and the influence of customer satisfaction which mediates service quality on customer loyalty. The type of research used in this research is explanatory research (explanatory research). The population of this research is all Alfamart customers in Malang with a sample of 100 respondents with data analysis techniques using path analysis. The results of the analysis can be seen that the quality of service has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty and customer satisfaction can mediate the effect of service quality on customer loyalt