PENGARUH HARGA, PELAYANAN, LOKASI TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus di Bengkel Makmur Motor)
DOI:
https://doi.org/10.51804/jiso.v4i2.102-108Keywords:
price, customer satisfaction, customer loyalty, location, service, SEMAbstract
In the modern era, competition between organizations is growing day with the aid of day. The existence of official and unofficial workshops has become a fierce business competition. Therefore, it is fundamental to lookup the impact of price, service, and vicinity on client satisfaction and loyalty in order to acquire corrective action for Makmur Motor repair shops. This find out about aims to determine the effect of price, service, area on client pleasure and determine the impact of price, consumer satisfaction, area on consumer loyalty.The first concept in this study is to determine the object of research and identify the number of respondents who will be given research questionnaires, then the data from the respondents are tested for validity and reliability tests, the questionnaire after the data is declared valid and reliable, proceed to the data processing stage using SmartPLS Software. Based on the consequences of statistics processing shows, price has no impact on purchaser satisfaction, while service and location affect client delight and price has no impact on client loyalty, while consumer delight and region have an effect on client loyalty.
Abstrak
Di seiring berjalannya waktu, persaingan antar perusahaan semakin meningkat. Keberadaan bengkel formal dan informal telah menjadi persaingan usaha yang ketat. Oleh sebab itu perlu dilakukan penelitian pengaruh harga, pelayanan, dan lokasi terhadap kepuasan pelanggan dan loyalitas pelanggan sehingga diperoleh langkah-langkah perbaikan kepada bengkel Makmur Motor. Penelitian ini memiliki tujuan untuk mengetahui pengaruh harga, pelayanan, lokasi terhadap kepuasan pelanggan dan mengetahui pengaruh harga, kepuasan pelanggan, lokasi terhadap loyalitas pelanggan. Konsep penelitian pertama ialah menentukan objek penelitian serta mengindentifikasi jumlah responden yang akan diberikan kuisioner penelitian, kemudian data dari responden di uji validitas dan uji reliabilitas, kuisioner setelah data diyantakan valid dan reliabel dilanjutkan ke tahap pengujian data menggunakan pendekatan SEM. Berdasarkan konsekuensi pengolahan statistik menunjukkan, harga tidak berdampak pada kepuasan pembeli, sedangkan layanan dan lokasi mempengaruhi kepuasan klien dan harga tidak berdampak pada loyalitas klien, sedangkan kepuasan konsumen dan wilayah berpengaruh pada loyalitas klien.
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