PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS DI LEMBAGA BIMBINGAN BELAJAR SANG SIROJULILLAH SIDOARJO) 

THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE (CASE STUDY AT THE SANG SIROJU LILLAH SIDOARJO STUDY INSTITUTION)

Penelitian ini dilakukan untuk mengetahui pengaruh kualitas pelayanan dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening di Lembaga Bimbingan Belajar Sang Siroju Lillah Sidoarjo. Penelitian ini menggunakan metode kuantitatif. Populasi pada peneltitan adalah siswa Lembaga Bimbingan Belajar Sang Siroju Lillah jenjang     SD, SMP, dan SMA. Jumlah sampel yang digunakan dalam penelitian ini adalah 114 siswa dan menggunakan probability sampling yang mana memberikan peluang yang sama untuk semua populasi dijadikan sampel. Data dianalisa menggunakan metode SmartPLS yang melalui tiga tahapan yaitu analisa model internal, analisa model eksternal, dan uji hipotesis. Berdasarkan penelitian menunjukkan: 1) kualitas pelayanan dan harga berpengaruh terhadap loyalitas pelanggan secara parsial, 2) kualitas pelayanan dan harga berpengaruh terhadap kepuasan pelanggan secara parsial, 3) kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, 4) kepuasan pelanggan tidak  mempengaruhi loyalitas pelanggan sehingga hubungan tidak langsung antara kualitas pelayanan dan loyalitas pelanggan melalui kepuasan pelanggan tidak dapat diverifikasi, sedangkan harga mempengaruhi loyalitas pelanggan melalui kepuasan pelanggan dapat diverifikasi.

Kata kunci   : Kualitas Pelayanan, Harga, Loyalitas Pelanggan, Kepuasan Pelanggan

This research was conducted to determine the effect of service quality and price on customer loyalty through customer satisfaction as an intervening variable at the Sang Siroju Lillah Sidoarjo Tutoring Institute. This research uses quantitative methods. The population in the research were students at the Sang Siroju Lillah Tutoring Institute at elementary, middle and high school levels. The number of samples used in this research was 114 students and used probability sampling which provides equal opportunities for all populations to be sampled. Data was analyzed using the SmartPLS method which went through three stages, namely internal model analysis, external model analysis, and hypothesis testing. Based on research, it shows: 1) service quality and price partially influence customer loyalty, 2) service quality and price partially influence customer satisfaction, 3) customer satisfaction influences customer loyalty, 4) customer satisfaction does not influence customer loyalty so the relationship does not The direct relationship between service quality and customer loyalty through customer satisfaction cannot be verified, while price influences customer loyalty through customer satisfaction which can be verified.

Keywords: Service Quality, Price, Customer Loyalty, Customer Satisfaction