ANALISIS PENGARUH HARGA DAN KUALITAS PELAYANAN YANG BERPENGARUH TERHADAP KEPUASAN PELANGGAN DAN BERTUJUAN UNTUK MENINGKATKAN LOYALITAS PELANGGAN CITILINK DI SEMARANG

Abstract

Business competition in the airline industry is quite strict, and cannot be avoided. It
takes a lot of innovations and knowledges of what needs are needed by the community so
that people will be loyal to the product. The purpose of this study is to find out the effect of
price and service quality that affect customer satisfaction which may also have an impact
on customer loyalty
The purpose of this study is to find out the effect of price and service quality that
affect customer satisfaction which may also have an impact on customer loyalty. The
population in this study was airline consumers in the city of Semarang. The number of
sample used was 126 people selected using nonprobability sampling and purposive
sampling through questionnaires. The results showed that price affects customer
satisfaction, service quality affects customer satisfaction, and customer satisfaction affects
customer loyalty. In this study service quality is the most influential variable on customer
satisfaction. Customer satisfaction is also found to have a mediating function in the
influence relationship between price and service quality to customer loyalty.