PENGARUH PERSEPSI PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA TOKO KAIN TORAY PEMATANGSIANTAR

The result of this study can be summarized as follows: 1. Good customer perception, good
customer satisfaction, and high customer loyalty. 2. The results of regression analysis is Z = 13,598 +
0,981X, its means that there is positive influence between customer perception on customer
satisfaction and Y = 13,017 + 0,954Z its means that there is a positive influence between customer
satisfaction on customer loyalty. 3. The results of the analysis correlations get value r = 0,640, its
means that there is moderately high correlation between customer perception with customer
satisfaction and r = 0,763, its means that there is moderately high correlation between customer
satisfaction with customer loyalty. The level of customer satisfaction can be explained by customer perception as big as 41,0% and the level of customer loyality can be explained by customer satisfaction as big as 58,2%. 4. The results of testing the hypothesis H0 is rejected, its means the customer perception have positive and significant influence customer loyalty with costumer satisfaction as intervening variable.