PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI KASUS HOTEL DEDY JAYA BREBES)

Abstract

This research aims to examine the influence of service quality and price on consumer loyalty, with consumer satisfaction as a variable that plays an intervening role. In addition, consumer satisfaction is considered a variable that mediates the relationship between service quality and price and consumer loyalty. This research method uses a quantitative approach by collecting data through questionnaires to respondents who are consumers from various industrial or business sectors. It is hoped that the results of this research will provide a deeper understanding of how service quality and price can influence consumer loyalty through consumer satisfaction as an intervening variable. Apart from that, the findings of this research can also contribute to business practitioners in developing more effective marketing and management strategies to increase consumer loyalty. The analysis used is descriptive analysis, structural equation modeling (SEM) Partial Least Square (PLS). The results of this research show that service quality has a positive influence on customer satisfaction. This shows that service quality has a positive influence on customer satisfaction at Dedy Jaya Brebes Hotel. This is based on the service quality construct which has a t-statistic value of 4.722 which is greater than 1.96, and the value p-values of 0.000 are smaller than 0.05. Service quality has a positive influence on consumer loyalty, this shows that service quality does not have a positive influence on consumer loyalty at the Dedy Jaya Brebes Hotel. This is based on the service quality construct which has a t-statistical value of 2.971 which is greater than 1.96, and p-values of 0.003 is greater than 0.05. Price has a positive influence on consumer satisfaction. This shows that the prices given by the Dedy Jaya Brebes Hotel will influence consumer satisfaction in business. This is based on the price construct which has a t-statistical value of 3.330 which is greater than 1.96, and a p-value of 0.001 which is smaller than 0.05. Price has a positive influence on consumer loyalty. This shows that the prices provided by the Dedy Jaya Brebes Hotel will

greatly increase consumer loyalty. This is based on the price construct having a t- statistical value of 3.350 which is greater than 1.96, and a p-value of 0.001 which

is smaller than 0.05. Consumer satisfaction does not have a positive influence on consumer loyalty, this shows that customer satisfaction at the Dedy Jaya Brebes Hotel has a big influence in increasing consumer loyalty at the Dedy Jaya Brebes Hotel. This is based on the consumer satisfaction construct which has a t-statistic value of 1.857 which is smaller than 1.96, and a p-value of 0.063 which is greater than 0.05.