PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA CAFE TAMAN IDE)

Abstract

This research is motivated by increasing competition in the cafe business idea garden. With so many cafes or culinary places competing to get their products chosen by consumers to achieve the desires and profits of a company. This research aims to find out how much influence service quality and price have on loyalty Consumers with consumer satisfaction as a mediating variable (case study at Cafe Taman Ide). This research is a type of quantitative approach research, the data used in This research is primary data obtained by distributing questionnaires to consumers who have purchased products at Cafe Taman Ide. The sampling technique uses the method probability sampling with simple random sampling where every consumer of Cafe Taman Ide have an equal chance of being included in the sample. The population used is as many as 165 respondents. The sample obtained was 117 respondents using the formula Slovin. The test stages carried out are validity test, reliability test, descriptive statistical test, test normality, multicollinearity test, heteroscedasticity test, coefficient of determination test, f test, t test, and techniques The data analysis used to answer the hypothesis is path analysis.

Keywords: Service Quality, Price, Consumer Loyalty, Consumer Satisfaction