PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PELANGGAN INDOSAT OOREDOO DI KOTA SUKABUMI

The aim of this study is to determine the effect of price and service quality on customer loyalty, with customer satisfaction as an intervening variable, with the object of the study being Indosat Ooredoo customers in the City of Sukabumi. This research uses a quantitative method. The population in this study consists of all Indosat Ooredoo customers in the City of Sukabumi. The sample size taken is 120 people, with the sample being determined using non-probability sampling. The data used in this research is primary data, obtained by distributing questionnaires. The measurement scale used is the Likert Scale. The data analysis technique used in this study is quantitative data analysis using statistical methods. The statistical method used is Partial Least Square (PLS). The results of the study indicate that price and service quality do not have a positive and significant effect on customer loyalty directly, customer satisfaction has a positive and significant effect on customer loyalty directly, and price and service quality have a positive and significant effect on customer loyalty when mediated by customer satisfaction as an intervening variable.

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