PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI VARIABEL KEPUASAN KONSUMEN PADA DEALER SUZUKI SEJAHTERA BUANA TRADA MALANG

This research was conducted on consumers of the Suzuki Sejahtera Buana Trada Malang Dealer, with the following research objectives: determine the effect of service quality on customer satisfaction, determine the effect of service quality on customer loyalty, determine the effect of customer satisfaction on customer loyalty, and determine the effect of service quality on customer loyalty through customer satisfaction. This study uses the SPSS 25 program tool, and uses 120 respondents. The results of this study are as follows: there is a positive and significant effect of service quality on customer satisfaction, there is a positive and significant effect of service quality on customer loyalty, there is a positive and significant effect of customer satisfaction on customer loyalty, and customer satisfaction has a full mediating role in the relationship between service quality and customer loyalty.