PENGARUH KUALITAS LAYANAN, DAN HARGA TERHADAP LOYALITAS PELANGGAN DI MEDIASI KEPUASAN PELANGGAN SKRIPSI (Studi Pada Transportasi Angkutan Umum Transjatim Koridor II)

This study aims to analyze the effect of service quality and price on customer
loyalty by considering customer satisfaction as a mediating variabel. The focus of
the research is the TransJatim Corridor II public transportation service serving the
Surabaya-Mojokerto route. The research method uses a quantitative approach with
explanatory research to test the relationship between variabels through hypothesis
testing using Partial Least Square (PLS) analysis. Research respondents totaled 119
TransJatim bus customer who were selected using purposive sampling technique.
The results showed that service quality has a significant effect on customer loyalty,
both directly and through mediation of customer satisfaction. While price has no
effect on loyalty, price has a significant positive effect on customer satisfaction.
Customer satisfaction is also proven to be a significant mediating factor in the
relationship between service quality and price on customer loyalty. These findings
provide practical implications for public transportation service providers to improve
service quality and competitive pricing to strengthen customer loyalty.