The Effect of Service Quality and Price on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Suchi Laundry in Tayan Hilir, Sanggau Regency

Sinta Wati; Ananda Archie

doi:10.55927/ajabm.v5i3.55

Authors

Sinta Wati Universitas Muhammadiyah Pontianak
Ananda Archie Universitas Muhammadiyah Pontianak

DOI:

https://doi.org/10.55927/ajabm.v5i3.55

Keywords:

Service Quality, Price, Customer Loyalty, Customer Satisfaction

Abstract

This study aims to analyze the effect of Service Quality and Price on Customer Loyalty with Customer Satisfaction as a mediating variable at Suchi Laundry in Tayan Hilir, Sanggau Regency. The study uses an associative quantitative method with purposive sampling technique on 150 respondents. Data collection was conducted through observation, interviews, and questionnaires, and then analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS. The results show that the R-Square value of Customer Satisfaction is 0.571 and Customer Loyalty is 0.542, indicating that the model's capability falls into the moderate category. The direct effect test results show that Service Quality has a significant effect on Customer Satisfaction, while Price also has a significant effect on Customer Satisfaction. Customer Satisfaction also significantly affects Customer Loyalty. However, Service Quality and Price do not have a direct significant effect on Customer Loyalty. The indirect effect test results indicate that Service Quality and Price significantly affect Customer Loyalty through Customer Satisfaction at Suchi Laundry in Tayan Hilir, Sanggau Regency.

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