Mediating Role of Customer Satisfaction in the Impact of Service Quality and Pricing on Customer Loyalty (Study at Uptd Kesehatan Pengobatan Tradisional Bali)

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Customer loyalty is a behavioral urge to make repeat purchases and is carried out to build customer loyalty to a product or service produced or produced by the company. This research was conducted at the UPTD Kesehatan Masyarakat Bali, Indonesia. The purpose of this study was to determine the effect of service quality, price, customer satisfaction and customer loyalty. The problem discussed in this study is the role of customer satisfaction in mediating the effect of service quality and price on customer loyalty. The number of respondent samples in this study was 97 respondents. The types of data in this study are primary and secondary data with data collection methods in the form of questionnaires. This research method is quantitative research. The data analysis technique used is descriptive analysis and inferential analysis with classical assumption tests, and path analysis. The results of this study show that service quality has a positive and significant effect on customer loyalty and customer satisfaction. Price has a positive but not significant effect on customer loyalty and price has a significant positive effect on customer satisfaction. Customer satisfaction has a positive but not significant effect on customer loyalty. Customer satisfaction does not mediate the relationship between service quality and customer loyalty. This can be seen from the relationship between service quality and customer loyalty directly significant, the relationship between service quality and customer satisfaction is also significant and the indirect relationship between service quality and customer loyalty through customer satisfaction is also insignificant. Indicates that good service quality creates customer loyalty without the need for satisfaction to be felt first. Customer satisfaction does not mediate the relationship between price and customer loyalty. This can be seen from the relationship between price and customer loyalty, which is directly insignificant, the relationship between price and customer satisfaction is directly significant, and the indirect relationship between price and customer loyalty through customer satisfaction is also insignificant. Indicating that price can affect customer loyalty directly without going through changes in satisfaction levels.