Pengaruh Pricing dan Kualitas Layanan terhadap Loyalitas Orang Tua dengan Variabel Intervening Kepuasan Orang Tua pada Sekolah di Perkumpulan STR

Abstract

This study aims to determine the effect of pricing on loyalty, service quality on loyalty, pricing on satisfaction, service quality on satisfaction and satisfaction on parental loyalty at the Str. The method used is quantitative. The analysis involved 184 respondents from 7 elementary school units Str Bekasi Branch. The sampling technique used was the Non-Probability Sampling technique. The significance level used is 95%. Questionnaire answers were processed using the SPSS application. This research uses normality test, classical assumption, t test, regression and path test. The results of this study are pricing has a positive effect on loyalty, service quality has a positive effect on loyalty, pricing has a positive effect on satisfaction, service quality has a positive effect on satisfaction, and satisfaction has an effect on loyalty. The direct effect of pricing and service quality on loyalty is greater than the indirect effect through satisfaction.