PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PELANGGAN GRABFOOD DI KOTA MALANG

This study aims to determine the effect of price and service quality on customer
loyalty through customer satisfaction as a mediating variable. This type of research
is a quantitative research that is explanatory research. The sampling technique
used non-probability sampling with a purposive sampling method with a total
sample of 100 customers. The data analysis technique used in this study is path
analysis with the SmartPLS3 tool. Based on the test results show that the price and
service quality respectively have a positive and significant impact on customer
satisfaction. Price indicates that there is a positive and significant effect on
customer loyalty but it is different from service quality where service quality
indicates that there is a positive but not significant effect on customer loyalty.
Customer satisfaction shows that there is a positive and significant influence on
customer loyalty. And the results of the study show that customer satisfaction can
mediate price and service quality on customer loyalty.