PERAN CUSTOMER SATISFACTION SEBAGAI MEDIATOR PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY PADA PT. KARYA PAK OLES TOKCER DENPASAR

Abstract

Customer loyalty is a key factor and important in maintaining and
increasing the company’s revenue growth and profitability. Therefore, almost all
companies constantly strive to keep its customers to be loyal to the company. Some
opinions and results of some studies found that the key of the company’s success is
in maintaining customer loyalty, quality of services and customer satisfaction, so in
this study is intended to analyze the role of customer satisfaction as a mediator of the
effects of service quality on customer loyalty. This study is took place at a company
engaged in manufacturing of agricultural producers of traditional medicine and
health, namely PT . Karya Pak Oles Tocker, located at Jalan Komodo No. 38 - X
Denpasar - Bal . This research was supported by

75 respondents who are determined
based on a Slovin formula, and processed with Partial Least Square method through
SmartPLS 2.0 M3 , the first-order approach, with the 95% confidence level. The
results showed that no significant effect of service quality on customer loyalty, but
showed a positive and significant effect on customer satisfaction. In other parts,
customer satisfaction is a significant positive effect on customer loyalty.