Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store

Abstract

This study aims to examine the effect of service quality and price perception on customer loyalty with satisfaction as a mediating variable in Bantul retail stores. The research data was conducted through a survey by collecting questionnaires. The research sample was taken from 100 retail store customers in Bantul using convenient sampling technique. Furthermore, the data were analyzed by multiple linear regression. The results showed that service quality had a positive effect on customer satisfaction, but price perception had no effect on customer satisfaction. Furthermore, service quality has a positive effect on customer loyalty, but price perception has no effect on customer loyalty. Satisfaction only mediates the relationship between service quality and customer loyalty. This research has implications for retail store business people that service quality is a variable that cannot be ignored in the retail business so that customers become loyal.