The Influence Of Service Quality And Price On Customer Loyalty Through Customer Satisfaction As An Intervening Variable For Wahana .Net Customers In Mojokusumo Village, Kemlagi District, Mojokerto Regency

Abstract

PCompetition among internet service providers requires companies to retain customers through reliable service quality, appropriate pricing, and satisfactory service experiences. This study aims to analyze the effects of service quality and price on customer loyalty, both directly and through customer satisfaction as an intervening variable among Wahana.Net customers in Mojokusumo Village, Kemlagi District, Mojokerto Regency. A quantitative approach was applied using a correlational design and descriptive analysis. The population consisted of 97 permanent customers, all of whom were included through saturated sampling. Data were collected through questionnaires, observation, and literature study and analyzed using two multiple linear regression equations and the Sobel test. The results show that service quality significantly affects customer satisfaction, with a t-value of 4.117 and a significance level of 0.000, while price significantly affects customer satisfaction, with a t-value of 6.166 and a significance level of 0.000. Service quality does not have a significant direct effect on customer loyalty, with a significance level of 0.226, and price also has no significant direct effect, with a significance level of 0.802. In contrast, customer satisfaction significantly affects customer loyalty, with a t-value of 4.444 and a significance level of 0.000. The Sobel test confirms that customer satisfaction mediates the effect of service quality on loyalty with a value of 3.01 and mediates the effect of price on loyalty with a value of 3.61. These findings indicate that Wahana.Net customer loyalty is primarily strengthened through customer satisfaction as the linking mechanism between service quality and price and customer loyalty.