Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan lokasi terhadap loyalitas pelanggan melalui kepuasan sebagai variabel mediasi pada konsumen pria di toko kotty kosmetik banda aceh. data diperoleh melalui survei terhadap 168 pria sebagai sampel yang mewakili populasi penelitian dan menggunakan kuesioner sebagai instrumen pengumpulan data. teknik sampel yang digunakan non-probability sampling dengan teknik purposive sampling. statistical product and service solutions (spss) digunakan sebagai metode analisis untuk mengetahui pengaruh antara variabel-variabel yang terlibat. hasil penelitian menunjukkan bahwa kualitas pelayanan dan lokasi berpengaruh positif terhadap kepuasan pelanggan. kualitas pelayanan dan lokasi berpengaruh positif terhadap loyalitas pelanggan. kepuasan pelanggan memiliki pengaruh positif terhadap loyalitas pelanggan. kualitas pelayanan dan lokasi berpengaruh positif terhadap loyalitas pelanggan bila dimediasi oleh kepuasan pelanggan. kata kunci: kualitas pelayanan, lokasi, loyalitas pelanggan, kepuasan pelanggan

ABSTRACT This study aims to determine the influence of Service Quality and Location on Customer Loyalty through Satisfaction as a mediating variable among male consumers at Kotty Cosmetics Store in Banda Aceh. Data was collected through a survey of 168 male participants as a sample representing the research population, using a questionnaire as the data collection instrument. Non-probability sampling with purposive sampling technique was employed as the sampling method. Statistical Product and Service Solutions (SPSS) was utilized in data analysis to assess the relationships among the involved variables. The research findings indicate that Service Quality and Location have a positive influence on Customer Satisfaction. Service Quality and Location also positively influence Customer Loyalty. Customer Satisfaction exhibits a positive influence on Customer Loyalty. Service Quality and Location also have a positive influence on Customer Loyalty, when mediated by Customer Satisfaction. Keywords: Service Quality, Location, Customer Loyalty, Customer Satisfaction