The Influence of Service Quality and Price on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Study of Indomaret in Bandung Raya

Abstract

This study aims to examine the influence of service quality and price on customer loyalty, mediated by customer satisfaction in the Indomaret in Bandung Raya. Population in this study consisting of consumers who have shopped at Indomaret who is >17 years old and domicilied in Bandung Raya. The sample size for this research is 160 respondents, selected using convenience sampling. The data type utilized in this study is primary data collected through a survey strategy using online questionnaires, with a cross-sectional time horizon. The research utilises analytical techniques like validity and reliability assessments for instruments, tests for classical assumptions, hypothesis testing by multiple linear regression, and the Sobel test utilising an online Sobel calculator. The study is backed by the statistical software programme Social Science (SPSS) version 25. Among the nineteen research hypotheses put forward, empirical data support 9 in among them. The result show that customer satisfaction does not play a role as a mediated between the impact of service quality (tangibles, reliability, responsiveness, assurance and empathy) and price on customer loyalty. In addition, the results of this research are useful for management which eveluates and similar minimarket industries in designing relevant strategies for improve for the quality of these attributes.