PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK LOYALITAS PELANGGAN (Studi Pada Pelanggan Sego Sambel Kasemo Malang)

The aim of this research is to determine service quality, customer satisfaction and customer loyalty. The influence of service quality on customer loyalty, the influence of service quality on customer satisfaction, the influence of satisfaction on customer loyalty and customer satisfaction can be an intervening influence between service quality on customer loyalty. This research is correlational research which aims to investigate the extent to which variations in one variable are related to variations in one or more other variables based on the correlation coefficient. The population of this research is Sego Sambel Kasemo Malang customers with a sample size of 100 respondents. The data analysis method used in this research is path analysis. The results of the analysis show that service quality is included in the good criteria, customer satisfaction is included in the satisfaction criteria and customer loyalty is included in the loyal criteria. 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, customer satisfaction is proven to be an intervening variable in the influence between service quality and customer loyalty.