PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DAN KEPUASAAN KONSUMEN SEBAGAI VARIABEL MODERASI (Studi Pada Konsumen Bakso Barokah, Lawang)

This research aims to find out and analyze the influence of service quality on consumer loyalty and the moderating influence of consumer satisfaction on the relationship between the influence of service quality on consumer loyalty. This research was carried out at Bakso Barokah Lawang. The sampling technique uses accidental sampling. Using questionnaires as a data collection technique. The data analysis technique uses the Statistical Package for the Social Sciences (SPSS) macro regression process. The research results conclude that there is a significant positive influence between service quality and consumer loyalty. Consumer satisfaction influences employee work loyalty. Consumer satisfaction moderates the relationship between service quality and consumer loyalty.