PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Jasa Sumekar Care Sumenep)

This study aim to know the effect of service quality on customer loyalty through customer satisfaction of Sumekar Care Sumenep. The population of this research is Sumekar Care consumers who have come at least 2 times. The sampling technique used in this study was non-probability sampling with the accidental sampling method with a sample of 130 respondents. The sources in this study are primary data sources. This study uses surveys and questionnaires as data collection strategies. The data analysis method in this study uses Descriptive Statistics data analysis and Partial Least Square SEM. The results of this study indicate that service quality has a positive effect on customer loyalty, service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on customer loyalty, service quality has an effect on customer loyalty through customer satisfaction, the suggestion given in this study is for Sumekar care to maintain and continue to maintain the quality of service that has been provided to Sumekar care visitors, which can maintain consumer satisfaction and increase the loyalty of previously satisfied customers.