Pengaruh Persepsi Kelayakan Harag terhadap Loyalitas Pelanggan Seluler GSM dengan Kepuasan Pelanggan sebagai Variabel Pemediasi

Darmanta, Ragil Sriharto, S.E., M.M.

2008 | Skripsi | S1 Management

N.A.

The purpose of this study is to examine the relationship between perceived price fairness, customer satisfaction, and customer loyalty in GSM based cellular phone industry. The research tries to explain the mediating role of customer satisfaction between perceived price fairness and customer loyalty using three model of regression as suggested by Baron and Kenny (1986). The result of the research shows that the costumer satisfaction fully mediates the relationship between perceived price fairness and customer loyalty. In other words, consumer's perception of fair pricing has an indirect effect on customer loyalty through their satisfaction. The implication is that provider should not ignore the important role of price. That is, companies should attempt to establish prices that seem reasonable and fair with respect to the service rendered. Keywords: perceived price fairness; customer satisfaction; customer loyalty; path analysis.

Kata Kunci : Persepsi Pelanggan; Kelayakan Harga; Loyalitas Pelanggan; Seluler GSM; Kepuasan pelanggan