Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Mide Coffee Kota Ternate
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada Mide Coffee Kota Ternate. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada pelanggan Mide Coffee. Teknik pengambilan sampel menggunakan accidental sampling dengan jumlah responden sebanyak 105 orang. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) melalui aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan serta kepuasan pelanggan. Harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, namun berpengaruh negatif dan signifikan terhadap loyalitas pelanggan secara langsung. Selanjutnya, kepuasan pelanggan terbukti berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Hasil pengujian mediasi menunjukkan bahwa kepuasan pelanggan mampu memediasi secara signifikan pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan nilai koefisien pengaruh tidak langsung sebesar 0,351, t-statistics 4,354, dan p-values 0,000. Selain itu, kepuasan pelanggan juga memediasi secara signifikan pengaruh harga terhadap loyalitas pelanggan dengan nilai koefisien pengaruh tidak langsung sebesar 0,652, t-statistics 6,308, dan p-values 0,000.
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