PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO ONLINE LAKUSTORE NH DI SITUBONDO

Abstract

Marketing is a business role that recognizes the needs and wants of consumers, and ensures consumers get good service from the company. The purpose of this research is to analyze and examine the effect of service quality and price on consumer loyalty through consumer satisfaction. The population in this study are consumers of the Lakustore.NH Online Store in Situbondo. The sampling technique in this study used a simple random sampling technique. Data analysis     and     hypothesis      testing      in      this      study      used      the      Structural Equation Model - Partial Least Square (PLS-SEM).The results of the direct effect hypothesis test using the Smart PLS 3.0 application, show that service quality has a significant positive effect on customer satisfaction, price has a significant positive effect on consumer satisfaction, service quality has a significant positive effect on customer loyalty, price has a significant positive effect on consumer loyalty, consumer satisfaction. positive significant effect on consumer loyalty. The results of the indirect effect hypothesis test show that the variable service quality on consumer loyalty through customer satisfaction has a significant positive effect, price on consumer loyalty through customer satisfaction has a significant positive effect.