PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI DAN LOCATION SEBAGAI MODERASI PADA RAYZ UMM HOTEL MALANG

loyalty with customer satisfaction as mediation and location as moderation. Data was obtained by survey using Google form on 244 samples taken by quota sampling from the customer population staying at the Rayz hotel in the period from February to March 2023.
Mediation regression analysis, moderation, and t-test show that service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, location has a positive and significant effect on customer loyalty, customer satisfaction mediates the effect of service quality on customer satisfaction, Location moderates the effect of service quality on customer satisfaction.