The Effect Of Service Quality On Consumer Loyalty With Consumer Satisfaction As An Intervening Variable At Sibmont Tire Repair Shop In Aceh Besar

Abstract

This study aims to analyze the effect of service quality on consumer loyalty at SibMont Ban Workshop in Aceh Besar, with consumer satisfaction as an intervening variable. This study employed a quantitative approach with an associative research design. Data were collected through questionnaires using a Likert scale. The data analysis techniques included validity testing, reliability testing, classical assumption tests, linear regression analysis, t-test, coefficient of determination (R²), path analysis, and Sobel test using SPSS version 27. The results showed that service quality has a positive and significant effect on consumer loyalty. Service quality also has a positive and significant effect on consumer satisfaction. Furthermore, consumer satisfaction has a positive and significant effect on consumer loyalty. The mediation test results indicated that consumer satisfaction mediates the effect of service quality on consumer loyalty. Thus, consumer satisfaction acts as an intervening variable in the relationship between service quality and consumer loyalty, with partial mediation. These findings indicate that improving the service quality provided by SibMont Ban Workshop in Aceh Besar can increase consumer satisfaction and ultimately strengthen consumer loyalty.