Pengaruh Kualitas Pelayanan, Harga, dan Fasilitas terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Mediasi: Studi Kasus: Rumah Kos Mutiara

Valena Cindy Zulkarnain; Hermeindito Hermeindito

doi:10.55606/makreju.v4i3.4479

Authors

Valena Cindy Zulkarnain Universitas Ciputra Surabaya
Hermeindito Hermeindito Universitas Ciputra Surabaya

DOI:

https://doi.org/10.55606/makreju.v4i3.4479

Keywords:

Customer Loyalty, Customer Satisfaction, Facilities, Price, Service Quality

Abstract

This study aims to analyze the effect of service quality, price, and facilities on customer loyalty, with customer satisfaction acting as a mediating variable at Rumah Kos Mutiara in Lamongan Regency. The study is motivated by the increasing competition in the rental housing industry, which requires service providers to create superior value in order to retain customers. A quantitative approach with an explanatory research design was employed. Primary data were collected through structured questionnaires using a five-point Likert scale from 139 respondents who were active residents. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine the relationships among variables simultaneously and comprehensively. The results indicate that service quality, price, and facilities have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to play a mediating role in strengthening the influence of these independent variables on customer loyalty. These findings suggest that improving service quality, setting competitive pricing, and providing adequate facilities are key factors in enhancing customer satisfaction, which in turn leads to stronger customer loyalty. This study contributes theoretically to the development of consumer behavior models based on Expectation Confirmation Theory and offers practical implications for boarding house managers in formulating customer-oriented marketing strategies.

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