PENGEMBANGAN BISNIS MELALUI KEPUASAN DAN LOYALITAS PELANGGAN SEBAGAI INTERVENING ATAS KUALITAS PELAYANAN DAN PERSEPSI HARGA
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Abstract
Salah satu upaya dalam mempertahankan suatu bisnis dapat dilakukan melalui menjaga kepuasan dan loyalitas pelanggan sehingga perputaran ekonomi usaha dapat terus stabil. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan persepsi harga terhadap kepuasan pelanggan melalui loyalitas pelanggan sebagai variabel intervening. Subyek penelitian adalah konsumen kedai Tambora di Surabaya dengan sampel sebanyak 100 orang yang diolah menggunakan metode penelitian kuantitatif teknik Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa kualitas pelayanan dan persepsi harga mempunyai pengaruh yang signifikan terhadap loyalitas pelanggan pada kedai tambora Surabaya, namun kualitas pelayanan mempunyai pengaruh yang tidak signifikan terhadap kepuasan pelanggan dan berbeda dengan persepsi harga dan loyalitas pelanggan yang berpengaruh signifikan terhadap kepuasan pelanggan. Sehingga secara langsung kualitas pelayanan tidak berpengaruh signifikan terhadap kepuasan pelanggan namun berpengaruh signifikan secara tidak langsung dengan melalui loyalitas pelanggan. Berbeda dengan persepsi harga yang berpengaruh signifikan terhadap kepuasan pelanggan baik secara langsung maupun tidak langsung melalui loyalitas pelanggan.
Kata Kunci :Kualitas Pelayanan, perserpsi harga, Kepuasan Pelanggan Loyalitas Pelanggan.
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