PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN DALAM MENYEWA DI PASAR BOTANIA 2

Abstrak

Rental business is a very profitable business nowadays. By paying attention to service quality and price can create
customer satisfaction to the company and their loyalty will also increase. These aims of these studies were for
determining the effected of service quality and price on loyalty through customer satisfaction at Pasar Botania 2
Batam used simple random sampling with 104 respondents which collected by distributing questionnaires. These
studies use validities and reliabilities tests, classical assumption tests and influence tests also used path analysis
and coefficient of determination analysis, while hypothesis testing on these studies uses t test, f test and Sobel
test which is processed using SPSS version 25. The results of the t test show that service quality has a significant
effect on customer satisfaction, the price value has a significant effect on customer satisfaction, service quality
has a significant effect on customer loyalty, the price has a significant effect on customer loyalty, and customer
satisfaction has a significant effect on customer loyalty. While Sobel test results show that service quality has an
indirect effect on loyalty through customer satisfaction and the price has an indirect effect on loyalty through
customer satisfaction.