Pengaruh Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim

Delvia Safitri - Universitas Negeri Padang
Annur Hayati - Universitas Negeri Padang

Abstract


This study aims to determine and analyze the effect of price and service quality on customer loyalty through customer satisfaction as an intervening variable (study of consumers at Padang State University students. This type of research is causative research. The population in this study were Padang State University students on Maxim's online service and the determination of the number of samples using the Cochran formula as many as 97 respondents. This study uses a purposive sampling technique with the consideration that consumers have used Maxim's online services. The data used is the type of primary data obtained through distributing questionnaires to Padang State University students with predetermined criteria. The analytical method used is path analysis.The results of this study indicate that (1) price has a significant effect on customer loyalty (2) service quality has a significant effect on customer loyalty (3) price has a significant effect on customer satisfaction (4) service quality has a significant effect on customer satisfaction (5) satisfaction customer has a significant effect on customer loyalty (6) price has a significant effect on loyalty with customer satisfaction as an intervening variable for Maxim online services at Padang State University students (7) service quality has a significant effect on loyalty with customer satisfaction as an intervening variable for Maxim online services in Padang State University students.

Keywords: price, service quality,customer loyalty, and customer statisfaction


Full Text:

PDF

References


Andalusi, R. (2018). Pengaruh Kualitas Pelayanan, Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan Instrumen Penunjang Laboratorium (Studi kasus Pada PT Laborindo Sarana Jakarta). Jurnal Madani, 1(2), 305–322.

Cheng, B. L., & Rashid, M. Z. A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99–112. https://doi.org/10.22146/gamaijb.5474

Firatmadi, A. (2017). Pengaruh Kualitas Pelayanan dan Persepsi harga terhadap Kepuasan Pelanggan serta Dampaknya terhadap Loyalitas Pelanggan. Journal of Business Studies, 2(2), 2443–3837. http://journal.uta45jakarta.ac.id/index.php/jbsuta/article/viewFile/959/667

Hossain. (2013). Influence of Customer Satisfaction on Loyalty: a Study on Mobile Telecommunication Industry. Journal of Social Sciences, 9(2), 73–80. https://doi.org/10.3844/jssp.2013.73.80

Keller, philip kotler dan kevin lane. (2009). Manajemen Pemasaran (edisi 13) jilid 1 Indonesia: PT Indeks, Jakarta.

KresnamurtiRivaiP, A., Suneni, & Febrilia, I. (2019). Pengaruh Kualitas Pelayanan, Harga Dan Citra Merek Terhadap Kepuasan Konsumen Pengguna Transportasi Ojek Online Grab. Riset Manajemen Sains Indonesia (JRMSI), 10(1), 204–225.

Li, X. M., Dou, W. L., Li, Z. J., & Liu, J. Z. (2005). Expert system for optimized load distribution in power plants. Dongli Gongcheng/Power Engineering, 25(1), 84–87.

Lovelock, C. W. J. (2010). Pemasaran Jasa-Perspektif”. Jilid 2 erlanggan Jakarta.

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa . Selemba Empat: Jakarta.

Mahmud, A., Jusoff, K., & Hadijah, S. T. (2013). The effect of service quality and price on satisfaction and Loyalty of Customer of commercial flight service industry. World Applied Sciences Journal, 23(3), 354–359. https://doi.org/10.5829/idosi.wasj.2013.23.03.13052

Oktaviani, W. (2014). Pengaruh Kualitas Layanan, Emosional Pelanggan, Dan , Kemudahan Terhadap Loyalitas Melalui Kepuasan Pelanggan. Jurnal Ilmu Manajemen Fakultas Ekonomi, Universitas Negeri Surabaya, Kampus Ketintang Surabaya, 2, 140.

Pramana, R. I., & Sukresna, I. M. (2016). Analisis Pengaruh Kualitas Layanan dan Persepsi atas Harga terhadap Loyalitas Konsumen melalui Kepuasan Konsumen (Studi Kasus Pada Konsumen Bus Pariwisata PO Jaya Indah Semarang). Diponegoro Journal of Management, 5(2), 1–15.

Sari, H. V. P., & Andjarwati, A. L. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening (Studi Pada Konsumen Biskuit Oreo Di Carrefour Surabaya). Jurnal Ilmu Manajemen (JIM), 6(1), 1–9.

Septiani, R., & Nurhadi, N. (2020). Peran Mediasi Kepuasan Pelanggan Pada Pengaruh E-Service Quality, Persepsi Harga, Dan Promosi Penjualan Terhadap Loyalitas Pelanggan. Jurnal Fokus Manajemen Bisnis, 10(2), 249. https://doi.org/10.12928/fokus.v10i2.2886

Tjiptono, F. (2014). Manajemen Pemasaran Jasa. andi: Yogyakarta.

Wardi, Y. (2016). Manajemen Pemasaran Jasa. Sukabina Press: Padang.




DOI: http://dx.doi.org/10.24036/jmpe.v5i1.12780