JURNAL MAHASISWA

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PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI VARIABEL KEPUASAN (STUDI PADA BENGKEL AHASS 0002-ASTRA MOTOR SILIWANGI SEMARANG)


Abstract : The competition with other dealers offering similar service results in the decreasing number of customers atAHASS 0002-Astra Motor Semarang Siliwangi (AMSS) within the past two years (2008-2009).
This study is aimed at finding out the influence of price and service quality upon customer loyality mediated by customer satisfaction. A hundred customers are chosen using purposive sampling method. Data are obtained by using questionnaire, interview, observation and documentation which are then analyzed using path analysis. The study concludes that price and service quality have bigger direct impact upon customer loyalty than the indirect impact. Total impact of price upon customer loyalty is bigger that total impact of service quality upon loyality. Therefore it is suggested that AHASS 0002-AMSS give discount, free merchandise for regular customers, free snack, free internet facility, and additional service day such as during holiday.

Keywords : Price, Service Quality, Customer Loyalty.


Indah Dwi Kurniasih


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