PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada PT. Rosalia Indah Transport)

This research was conducted on Rosalia Indah Transport customers, with the research objectives to test and analyze: the effect of service quality on customer loyalty, the effect of service quality on customer satisfaction, the effect of customer satisfaction on customer loyalty, and the mediating effect of customer satisfaction in the relationship between service quality and customer loyalty. This research uses quantitative methods, through multiple linear regression models with Process Macro Hayes using the SPSS 25 for Windows Program tool. In this study researchers used a total of 128. The research results obtained are as follows: service quality has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, and customer satisfaction has a mediating role in the relationship between service quality and customer loyalty.