PENGARUH KUALITAS LAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA UD ABBASY PONOROGO

This study aims to examine the effect of service quality and price perception on customer loyalty through customer satisfaction as an intervening variable at UD Abbasy Ponorogo. The study employed a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique. The sample consisted of 129 respondents who were farmers or customers of UD Abbasy Ponorogo. The results indicate that service quality and price perception have a positive and significant effect on customer satisfaction. Furthermore, service quality, price perception, and customer satisfaction also have a positive and significant effect on customer loyalty. Customer satisfaction was found to mediate the relationship between service quality and price perception and customer loyalty. These findings suggest that better service quality and more favorable price perceptions lead to higher customer satisfaction, which in turn enhances customer loyalty toward UD Abbasy Ponorogo.