PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN WEDDING ORGANIZER DI KOTA PRABUMULIH

Abstract

Purpose: This study aimed to determine the effect of service quality and
price to customer satisfaction and its impact on consumer loyality in the city
Prabumulih wedding organizer. Formulation of the problem is whether there
is influence service quality and price to customer satisfaction and its impact
on consumer loyalty Prabumulih wedding organizer in the city?
Design/Methodelogy/Approach: The data used in this study are primary data
89 respondent reply. Models analysis used analysis and by testing the
validity and reliability of instruments. Test charactistics data that is test of
normality and linearity test. Test model consist of multicolinearity test and
heterokesdatisitas test.
Implications: The test results of path analysis showed that there were
positive and significant impact variable quality of service significantly
influence consumer satisfaction 0,000. Price variables significantly influence
consumer satisfaction 0,000. Variable service quality signifintly consumer
loyalty 0,000. Price variables dont have significantly influence consumer
loyality 0,205. and Variable customer satisfaction dont have significantly
influence consumer loyalty 0,188.
Findings: Their suitability to the theory and there is a match and support
previous research. Increased service quality, price and customers
satisfaction and customer loyality.