Pengaruh Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan dalam Membentuk Loyalitas Pelanggan Pada Bengkel AHASS Cahaya Indotama Godean Sleman Yogyakarta.

Abstract

The Effect of Service Quality and Price to satisfaction in shaping costumer’s loyalty at Workship of AHASS Cahaya Indotama Godean Sleman Yogyakarta, 2013
Purpose of this study are : (1) to find out effect of service quality to satisfaction, (2) to find out price effect to satisfaction, (3) to find out effect of service quality and price running together to satisfaction, (4) to find out effect of service quality to consumer loyalty (5) to find out price effect to consumer loyalty, (6) to find out satisfaction effect to consumer loyalty, (7) to find out effect of service quality, price and satisfaction running together to consumer loyalty.
This study was conducted at AHASS Cahaya Indotama workship in Godean Sleman Yogyakarta. The study uses survey method, sample and quetionnaire as main data collector. Path analyses is used to analyze model using SPSS program for Window Release 17. Findings of the study shows that : (1) service quality significantly affects to satisfaction, (2) price significantly affects to satisfaction, (3) service quality and price significantly affect to satisfaction(4) service quality significantly effect to consumer loyalty, (5) price significantly affects to loyalty (6) satisfaction unsignificantly affects to loyalty (7) service quality, price and satisfaction significantly affects to loyalty
Keyword : service quality, price, satisfaction, loyalty