Peran Kepuasan Pelanggan Sebagai Variabel Intervening Dari Persepsi Kualitas Layanan Dan Persepsi Kewajaran Harga Dalam Membangun Loyalitas Pada Pelanggan Mie Gacoan Di Kabupaten Banyumas
Keywords:
Kualitas Layanan, Kewajaran Harga, Kepuasan pelanggan, Loyalitas PelangganAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kualitas layanan dan persepsi kewajaran harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap pelanggan Mie Gacoan di Kabupaten Banyumas. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa persepsi kualitas layanan dan persepsi kewajaran harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan terbukti memediasi secara parsial hubungan persepsi kualitas layanan dan kewajaran harga terhadap loyalitas pelanggan. Temuan ini menegaskan bahwa peningkatan kualitas layanan dan penetapan harga yang wajar merupakan faktor strategis dalam membangun loyalitas pelanggan di industri kuliner.
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