Anugrah, Gilang (2025) Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Toko Bangunan Gemilang Di Kecamatan Sungai Apit. Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CUSTOMER LOYALTY WITH CONSUMER SATISFACTION AS A MEDIATION VARIABLE AT THE GEMILANG BUILDING STORE IN SUNGAI APIT DISTRICT This research aims to determine and analyze the influence of service quality and price on customer loyalty with consumer satisfaction as a mediating variable at the Gemilang Building Store in Sungai Apit District. The sample used the Purposive Sampling method, so the sample in this study was 50 respondents. The types and sources of data are primary and secondary data, while data collection techniques use observation, questionnaires and interviews. The data analysis technique used in this research is multiple linear regression testing with the help of SmartPLS-4 software. The results of this research show that service quality and price have a significant effect on customer loyalty and consumer satisfaction is able to mediate the effect of service quality and price on customer loyalty at the Gemilang Building Store in Sungai Apit District.

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