Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Konsumen, Studi Kasus Pada Usaha Susu Murni Siliwangi A Karsan Bandung
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Abstract
Tujuan dari pemelitian ini yaitu untuk mengetahui adakah pengaruh yang ditimbulkan dari kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel intervening pada pelanggan Usaha susu Murni Siliwangi A-karsan Bandung. Penelitian ini menggunakan non probability sampling dengan judgemental sampling sebagai kategori sampling. Penelitian ini melibatkan 220 responden sebagai objek dengan rentang usia 18-50 Tahun dan pernah membeli atau mengkonsumsi jajanan yang didagangkan. Instrumen yang digunakan yaitu dengan melakukan observasi, wawancara pada pelaku usaha ataupun karyawan dan pengisian angket oleh konsumen yang akan dianalisis menggunakan SPSS. Hasil dari penelitian ini menunjukkan bahwa adanya pengaruh signifikan yang ditimbulkan dari kualitas layanan terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel intervening.
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