Journal of Applied Management and Business
Vol. 1 No. 2 (2020)

QUALITY OF SERVICE AND PRICE PERCEPTION AFFECT CUSTOMER LOYALTY WITH CONSUMER SATISFACTION AS A MEDIATION VARIABLES

Margareta Evy da Silva (Unknown)

Article Info

Publish Date
10 Mar 2021

Abstract

This study investigates the effect of service quality and perceived price on customer satisfaction and the effect of customer satisfaction on customer loyalty. This study also seeks to determine the mediating role of customer satisfaction on the relationship between service quality and price perceptions and customer loyalty. This study focuses on observations on 100 students in Sidoarjo who have made purchases at Indomaret-Sidoarjo. The research hypothesis testing adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This study found that customer satisfaction has a significant effect on customer loyalty and perceived price also has a significant effect on customer loyalty. However, this research proves that service quality does not have a significant effect on customer satisfaction.

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Journal Info
Journal of Applied Management and Business
Website

Abbrev

jamb

Publisher

Universitas Dinamika

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

Description

Journal of Applied Management and Business (JAMB) is a peer review journal published by Universitas Dinamika. This journal is published in June and December. Journal of Applied Management and Business (JAMB) is a learned journal in the management and marketing for a knowledge society, international ...