EFFECT OF SERVICE, PRICE AND COMPANY IMAGE ON CONSUMER LOYALTY WITH CONSUMER SATISFACTION AS MEDIATION (Study at Workshop of Nasmoco Majapahit Semarang)

Abstract

Consumer loyalty is the length of time the consumer uses is based on the habit and the desire to not move. Consumers who are loyal are consumers who are very satisfied with certain products and services, so have enthusiasm to introduce it to anyone known. Many factors can affect consumer loyalty, such as service, price, corporate image and customer satisfaction.
The object of this research is Majapahit Nasmoco Workshop, Brigjen Sudiarto Street 426, Semarang. Based on the data, the average revenues Majapahit Nasmoco Workshop in 2016 decreased by 0,71%. Decreased workshop revenues are due to consumers servicing their cars at Majapahit Nasmoco Workshop also declining. The decline of consumers who use services Majapahit Nasmoco Workshop caused by various indicators, such as decreased consumer loyalty. While the decline in consumer loyalty is caused by many things such as service, price, corporate image and customer satisfaction. The purpose of this study is to analyze the effect of service, price and corporate image on customer loyalty with satisfaction as an intervening
The population of this study is the consumer servicing his car at Majapahit Nasmoco Workshop, Brigjen Sudiarto Street 426, Majapahit, Semarang for 6 months from March to August 2017 last because the average consumer servicing his car is usually 6 months as many as 1.718 people. The sample in this research are some of the consumers servicing the car at Majapahit Nasmoco Workshop, Brigjen Sudiarto Street 426, Majapahit, Semarang and obtained sample 95. The type of data is primary. Methods of data collection using questionnaires. Analytical technique used is path analysis with previously tested by instrument test.
The result of analysis by using path analysis showed that: 1). Service effects Consumer Satisfaction. 2). Price effects Consumer Satisfaction. 3). Image effects Consumer Satisfaction. 4). Consumer Satisfaction effects Consumer Loyalty. 5). Service effects Consumer Loyalty. 6). Price effects Consumer Loyalty. 7). Image effects Consumer Loyalty.
Keywords : Service, Price, Image, Consumer Satisfaction, Consumer Loyalty