PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING
Abstract
This study aims to analyze the influence of Service Quality, on Customer Loyalty with Customer Satisfaction as Intervening Variables at Hotel Ibis Malioboro Yogyakarta. Subjects in this study were consumers who had visited and stayed at Hotel Ibis Malioboro Yogyakarta. In this study a sample of 120 respondents selected by using purposive sampling method. The analysis tools used are Simple Linear Regression Analysis, t Test, Path Analysis (Path Analyze), and Test Sobel.
Based on the analysis that has been done to obtain the result that the Quality of Service have a positive and significant impact on Customer Satisfaction, then Quality of Service has a positive and significant impact on Customer Loyalty, then Customer Satisfaction has a positive and significant impact on Customer Loyalty, and Service Quality have positive and significant impact on Customer Loyalty indirectly, through Customer Satisfaction as an intervening variable.