PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PEMBELIAN SEBAGAI VARIABEL INTERVENING ( STUDI PADA ROTI BAKAR BREADHOUSE SIROJUDIN,TEMBALANG SEMARANG)

Abstract

The purposes of this study are to test and analyze the influence of service quality, price and promotion to customer loyalty through purchasing satisfaction as intervening variable. In this study researchers used independent variables of service quality (X1), price (X2) and promotion (X3). The method used in this study is multiple linear analysis. The samples used in this study were 80 respondents who were taken with non-probability samples from consumers of ”Roti Bakar Bread House”. The data obtained is the primary data which is the result of respondents' answers or questionnaires that have distributed. The results of this study indicate that there is no significant partial influence on customer loyalty with the purchase satisfaction as intervening variable. The results of this study also showed that service quality, price and promotion variables did not significantly influence customer loyalty with purchasing satisfaction as intervening variable. In the first test of the determination there is an influence 63.9% of independent variables to the dependent variable (customer loyalty) as much as 36.1% influenced by other variables and not included into this regression analysis. whereas in the second determination test there is an influence of 23% of independent variables to the dependent variable (purchase satisfaction), as much as 77% influenced by other variables and not included into this regression analysis. Keywords : Loyalty, Satisfaction, and Repeat Purchase