PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONTER BINTANG CELL CERME - GRESIK

JUWITA, ROSIARA (2020) PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONTER BINTANG CELL CERME - GRESIK. Other thesis, UNIVERSITAS WIJAYA PUTRA.

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Abstract

ABSTRACT Juwita Rosiara, 16012150, The Effect of Price and Service Quality on Customer Loyalty through Customer Satisfaction as Intervening Variables at the Cerme - Gresik Star Cell Counter. This study aims to examine and analyze the Effect of Price and Service Quality on Customer Loyalty through Customer Satisfaction as an Intervening Variable. The unit of analysis in this study was 97 star cell counter consumers. Samples were taken using a purposive sample with accidental sampling technique. Data analysis was performed using SPSS tools. Based on the results of data analysis using Path Analysis Test I, it is known that Price and Quality of Service affects satisfaction, while the results of Path Analysis Path II note that Price and Quality of Service directly affect Customer Loyalty through Customer Satisfaction. thus for the Bintang Cell Counter it is advisable to pay attention to Prices and maintain Service Quality in order to achieve Customer Satisfaction and Customer Loyalty.

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