Analisis Mediasi Kepuasan Pelanggan Pada Pengaruh Kualitas Pelayanan Dan Persepsi Harga Terhadap Loyalitas Pelanggan

Abstract

This study aims to determine the effect of service quality and price perception on customer loyalty at Paripadi Studio Canggu, mediated by customer satisfaction. The research was conducted on domestic tourists who returned to stay or use the services of Paripadi Studio Canggu, with a sample size of 60 individuals using a purposive sampling method. Path analysis and Sobel test were used to analyze the data. The results of the study indicate that service quality has a positive but insignificant effect on customer loyalty, price perception has a positive but insignificant impact on customer loyalty, service quality has a significant positive effect on customer satisfaction, price perception has a significant positive effect on customer satisfaction, customer satisfaction has a significant positive impact on customer loyalty, customer satisfaction does not mediate the effect of service quality on customer loyalty, and customer satisfaction does not mediate the effect of price perception on customer loyalty. Recommendations include the need to improve service quality, customer experience, communication, and price alignment, and explore other factors that influence loyalty.