KEPUASAN KONSUMEN SEBAGAI VARIABEL PEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS KONSUMEN PADA CHRISTOPHER SALON & SPA BENGKULU

The objective of this research is to analyzed the influence of service quality
toward customers’ satisfaction and customers’ loyalty and to analyzed the customers’
satisfaction as intermediated variable influence of service quality toward customers’
loyalty at Christopher Salon & Spa Bengkulu. This Research represent type research
of survey that is research taking sample from a population using questioner as
compiler of the data. Population in this research is all customers Christopher Salon &
Spa Bengkulu. Method intake of sample used accidental sampling taking amounting
100 respondents. Method analyzes data the used is descriptive analysis with
frequency tabulation, mean, and percentage and Structural Equation Modeling
(SEM). The result of data analysis show that : (1) the service quality have an effect
on signifikan toward customers’ satisfaction with path coefficient equal to 0,87 and
value t-count equal to 2,82; (2) the service quality have an effect on signifikan
toward consumers’ loyalty with path coefficient equal to 0,79 and value of t-count
equal to 1,77; and (3) the customers’ satisfaction no have not an effect on to
consumer loyalty, with path coefficient equal to 0,04 and value of t-hitung equal to
0,07. Matter this means that customers’ satisfaction cannot directly intermediate
influence of service quality toward consumers’ loyalty at Christohper Salon & Spa
Bengkulu.