PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN MAHASISWI SEBAGAI VARIABEL MEDIASI (STUDI KASUS PENGGUNA MAHASISWI ASRAMA PUTRI SANTA THERESIA)

Abstract

This study aims to analyze the influence of service quality on customer loyalty, with customer satisfaction as a mediating variable, at the Santa Theresia Girls' Dormitory. Data were collected from a sample of 60 respondents. The collected data are quantitative in nature and were analyzed using statistical formulas with the assistance of SmartPLS4 software. The results show that service quality has a positive and significant effect on customer loyalty (T = 2.362; P = 0.018), as well as on customer satisfaction (T = 29.210; P = 0.000). Furthermore, customer satisfaction was also found to have a positive and significant effect on customer loyalty (T = 3.395; P = 0.001). Additionally, customer satisfaction significantly mediates the relationship between service quality and customer loyalty (T = 3.273; P = 0.001). These findings confirm that improving service quality not only enhances satisfaction but also strengthens customer loyalty. Thus, service quality is a key factor in building customer satisfaction and loyalty in a dormitory setting.