PENGARUH KUALITAS PELAYANAN DAN PERSEPSI KONSUMEN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA EKA PRIMA MOTOR PEMATANGSIANTAR

tion with consumer satisfaction as intervening variable on consumer loyalty at Eka Prima Motor
Pematangsiantar. The method used in this paper is literature research and field research. The
population is all consumer of Eka Prima Motor Pematangsiantar which amounted to 130 people. The
data used are qualitative data and quantitative data, and data collection techniques used are
questionnaire method, interview method and documentation method. Then the technique of data
analysis using qualitative descriptive method and quantitative descriptive method.
Result of research: 1. The service quality is good, consumers agree with their perception, the
cunsomer satisfaction is satisfied, and the consumer loyalty is high. 2. Service quality and consumer
perception have a positive effect on cunsomer satisfaction as evidenced by regression ŶZ = 8,042 +
0,345X1 + 0,506X2. Consumer satisfaction has a positive effect on consumer loyalty as evidenced by
regression Ŷ = 13,826 + 0,728Z. 3. Service quality and consumer perceptions have a moderately high
and positive correlation with cunsomer satisfaction as evidenced by the value of r = 0,700, and the
value of determination of 48,9%. Consumer satisfaction has a moderately high and positive correlation
with consumer loyalty as evidenced by the value of r = 0,687, and the value of determination of 47,2%.
4. Hypothesis test results stated H0 rejected, meaning service quality and consumer perception have
positive and significant effect to consumer loyalty with consumer satisfaction as intervening variable.
Keywords: Service Quality, Consumer Perception, Consumer Satisfaction, and Consumer Loyalty