PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN (Study pada Rumah Makan Rawon Klakah di Lumajang)

This study was conducted to determine and analyze the effect of service quality and price on customer loyalty mediated by customer satisfaction. This study uses a quantitative approach. The data collection technique in this study used questionnaires. The population in this study were 160 customers of Rawon Klakah Restaurant. The data analysis tool used in this study was the SmartPLS 3.0 application software. The results of this study indicate that Service Quality has a positive and significant effect on Customer Loyalty. Price has a positive and significant effect on Customer Loyalty. Service Quality has a positive and significant effect on Customer Satisfaction. Price does not have a significant effect on Customer Satisfaction. Customer Satisfaction has a positive and significant effect on Customer Loyalty. Customer Satisfaction is able to mediate between Service Quality and Customer Loyalty. Customer Satisfaction is unable to mediate Price on Customer Loyalty