PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN DALAM MENINGKATKAN LOYALITAS DI MODERASI HARGA

Hon Liung Hon Liung

Abstract


Pelayanan merupakan salah satu faktor yang sangat penting bagi perusahaan yang bergerak di bidang produk maupun jasa, secara teori kualitas layanan yang baik serta harga yang masuk akal dapat meningkatkan kepuasan serta meningkatkan loyalitas. Hal tersebut berbeda dengan kenyataan di Lembaga kursus yang telah melakukan layanan yang baik, akan tetapi masih terdapat murid yang berhenti les pada setiap bulan. Penelitian terdahulu mengenai kualitas layanan, kepuasan, loyalitas dan harga dilakukan di lingkungan asuransi, perbankan, toko, hotel, dan lain-lain. Penelitian ini bertujuan untuk mengetahui kualitas layanan, kepuasan serta harga dalam peningkatan loyalitas murid. Penelitian ini dilakukan pada sebuah lembaga kursus Mandarin yang berlokasi di Jakarta Barat. Responden yang digunakan sebanyak 200 murid. Analisa data menggunakan metode Structural Equation Modelling (SEM). Hasilnya menunjukkan bahwa kualitas layanan yang baik akan meningkatkan kepuasan murid, kualitas layanan yang baik akan meningkatkan loyalitas murid, kepuasan murid yang semakin tinggi maka loyalitas murid akan semakin rendah, harga yang semakin murah akan meningkatkan kepuasan dan loyalitas murid. Kata kunci: kualitas layanan, kepuasan, loyalitas dan harga

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