Open AccessPERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PT. HONDA DENPASAR AGUNG
Author(s) -
I Gusti Ayu Ipik Indraswari,
I Gusti Agung Ketut Sri Ardani
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i05.p21
Subject(s) - nonprobability sampling , sobel test , service quality , customer satisfaction , loyalty business model , business administration , business , path analysis (statistics) , marketing , advertising , psychology , service (business) , mathematics , population , medicine , statistics , environmental health
The purpose of this study is to examine the role of customer satisfaction in mediating the effect of service quality on customer loyalty at PT. Honda Denpasar Agung Indah Motor in Bali. Research respondents were company customers with a minimum age of 17 years and had purchased a Honda car unit at a PT dealer. Honda Denpasar Agung Indah Motor. The number of research respondents was set at 110 respondents using the sampling technique that was purposive sampling. Data was collected through questionnaires. The data analysis technique used is the path analysis technique and the sobel test. The results showed that service quality 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 at PT. Honda Denpasar Agung Indah Motor.
Key words : service quality, customer satisfaction, customer loyalty.