PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA BENGKEL DIAN SERVICE PEMATANG SIANTAR

Abstract

The purpose of this research was to determine: 1. The description of service quality, consumer satisfaction, and consumer loyalty at Bengkel Dian Service Pematang Siantar. 2. The effect of service quality on consumer satisfaction at Bengkel Dian Service Pematang Siantar. 3. The effect of consumer satisfaction on consumer loyalty at Bengkel Dian Service Pematang Siantar.This research uses library research and field research design. The sample of this research is consumers of Bengkel Dian Service Pematang Siantar, which is 53 people. The types of data used in this research are qualitative data and quantitative data. Data sources use primary data and secondary data. Data collection techniques are carried out by questionnaires, interviews, documentation, and observation. The research instrument test uses validity test and reliability test. The data analysis techniques used are normality test, qualitative descriptive analysis, and quantitative descriptive analysis.The results of this research can be concluded as follows: 1. Service quality is good, consumer satisfaction is satisfied and consumer loyalty is high. 2. There is positive effect between service quality on consumer satisfaction and there is positive effect between consumer satisfaction on consumer loyalty. 3. There is high correlation between service quality with consumer satisfaction and high correlation between consumer satisfaction with consumer loyalty. It H0 is rejected, meaning that service quality has positive and significant effect on consumer loyalty with consumer satisfaction as intervening variable at Bengkel Dian Service Pematang Siantar.