PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI (Studi pada Mahasiswa Universitas Muhammadiyah Malang)

This research was conducted to determine and analyze the influence of service quality on customer loyalty with customer satisfaction as a moderating variable. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 100 was carried out using purposive sampling. Moderated regression analysis technique. The results show that the quality of service at GoRide is included in the good criteria based on the average of respondents' answers, while customer loyalty is considered loyal based on the average of respondents' answers and customer satisfaction is considered satisfied based on the average of respondents' answers. Service quality has a positive and significant effect on customer loyalty to GoRide services, meaning that the better the quality of service provided, the more loyal the customers will be. Customer satisfaction does not have a positive and significant effect on customer loyalty to GoRide services, meaning that the more satisfied the customer, the more loyal the customer will be. Customer satisfaction does not moderate service quality on customer loyalty to GoRide services, meaning that the better the service quality, the more loyal the customer but the less satisfied the customer.