PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (STUDI PADA PELANGGAN WISATA ALAM BANYU BIRU PASURUAN)

As time progresses, many tourism businesses have emerged with various services and diverse target markets, customer satisfaction is an important factor in determining the success of a business or venture. This research aims to analyze the impact of service quality and price on customer loyalty, mediated by customer satisfaction. The population in this study consists of customers who have visited the Banyu Biru nature tourism more than twice. This research uses a quantitative method employing the SmartPLS4 analytical tool with a sample size of 150 respondents. The results of this study indicate that service quality affects customer loyalty, and price has an insignificant negative effect on customer loyalty. Service quality and price influence customer satisfaction as a mediating variable and show positive and significant results.