THE EFFECT OF SERVICE QUALITY, PRICE AND CREDIBILITY QUALITY OF CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE (STUDY ON HONDA SEMARANG CENTER)

Abstract

Problems that occur in this research is the percentage of ICM / customer satisfaction complaints have decreased resulting in the number and percentage of customers who do not re-use the services of Honda Semarang Center. So the formulation of this research problem is how to increase customer satisfaction of Honda Semarang Center to increase customer loyalty of Honda Semarang Center. The purpose of this study is to analyze the influence of service quality, price conformance and credibility to customer loyalty with customer satisfaction as intervening variable. The population used in this research is all customers of Honda Semarang Center. Sample selection using purposive sampling. The sample used is at least 81 customers of Honda Semarang Center. Analyzer used is quantitative analysis method, including validity test, reliability test, classic assumption test, path analysis test, hypothesis testing, coefficient of determination (R2).Based on research result, service quality, price and credibility have positive effect to customer satisfaction and customer loyalty of Honda Semarang Center. Customer satisfaction mediates the influence of quality perceptions on customer loyalty of Honda Semarang Center..
Keywords: service quality, price conformity, credibility, customer satisfaction, customer loyalty