PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PELANGGAN HOTEL (Studi Kasus Green Forest Paya Pasir Tebing Syahbandar)

This research aims to determine the effect of service quality and price on customer loyalty through customer satisfaction for hotel customers (case study of Green Forest Paya Pasir, Tebing Syahbandar). This research used a sample of 96 respondents, namely customers/guests of the Green Forest Hotel. This research uses quantitative research with the help of SmartPLS version 3.0 software. The results of hypothesis testing use Hypothesis Testing (t Test) and Inderect Effect (Indirect Influence) to test the Intervening variable, researchers use Path Coefficients to test the hypothesis directly by producing the conclusion that hypothesis 1 is accepted which states that service quality variables influence customer satisfaction, hypothesis 2 is accepted which states that the price variable has an effect on customer satisfaction, hypothesis 3 is accepted which states that the service quality variable has an effect on customer loyalty, hypothesis 4 is rejected which states that the price variable has no effect on customer loyalty, hypothesis 5 is accepted which states that the customer satisfaction variable has an effect on customer loyalty, then the Inderect Effect test (Indirect Influence) where hypothesis 6 is accepted which states that the customer satisfaction variable can mediate the relationship between service quality and customer loyalty, hypothesis 7 is accepted which states that the customer satisfaction variable can mediate the relationship between price and customer loyalty.