Analisis Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Teirhadap Loyalitas Pelanggan Pada Seis Coffee Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

Abstract

The purpose of this study was to determine the effect of service quiality, product quiality and price on customer satisfaction at Seis Coffee partially. To determine the effect of service quiality, product quiality, price and customer satisfaction on consumer loiyalty at Seis Coffee partially. To determine the effect of service quiality, product quiality and price on consumer loiyalty and customer satisfaction as intervening variables at Seis Coffee partially. The theories considered relevant in this study are service quiality, product quiality, price, customer satisfaction and consumer loiyalty. This study is a quantitative study using SPSS research techniques. The population in this study were Seis Coffee customers taken during the last 3 months, namely February to April 2025, as many as 1051 respondents and the research sample obtained was 91 people using the Slovin formula with a precision of 10% with a confidence level of 90%. The data collection technique in this study was by distributing questionnaires. The data analysis technique in this study used multiple linear regression analysis, and hypothesis testing using the SPPS program. The results showed that service quiality did not h a significant effect on customer satisfaction, product quiality had a positive and significant effect on customer satisfaction, price had a positive and significant effect on customer satisfaction. Service quiality did not affect consumer loiyalty, product quiality did not affect consumer loiyalty, price had a positive and significant effect on consumer loiyalty, customer satisfaction had a positive and significant effect on consumer loiyalty. The results of the Sobel test showed that customer satisfaction did not significantly mediate the effect of service quiality on consumer loiyalty. Customer satisfaction did not significantly mediate the effect of product quiality on consumer loiyalty and customer satisfaction did not significantly mediate the effect of price on consumer loiyalty.