PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI VARIABEL INTERVENING KEPUASAN KONSUMEN PADA RESTAURANT AYAM BAKAR WONG SOLO CABANG BANJARMASIN

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In relation to the importance of the role of Service Quality for an Industrial Catering primarily Restaurants, then to research Eating Quality of Service is important and needs to explore both customers. For then the information is used as a basis for service improvement that customer satisfaction is achieved and is expected to increase customer Loyalty.

From the description above, the issue in this study can be formulated as follows:

1. Is the Quality of Service via variable Respon-siveness, Assurance, Tangible, Empathy, Reliability, Customer Satisfaction directly influence Restaurant Ayam Bakar Wong Solo Banjarmasin Branch?
2. Is the Quality of Service via variable Respon-siveness, Assurance, Tangible, Empathy, Reliability, directly influence the Customer Loyalty?
3. Is the Quality of Service via variable Respon-siveness, Assurance, Tangible, Empathy, Reliability, simultaneously influence the Customer Loyalty Customer Satisfaction through intervening variables?
4. What factors contribute most dominant of the Quality of Service that affects the level of Customer Satisfaction?

The results of this study are:

1. Seen from the point of view of service quality partial views of five dimensions: Responsiveness, Assurance, Tangible, Empathy, Reliability directly affect customer satisfaction, for Direct evidence can not directly affect customer satisfaction.

2. Seen from the point of view of service quality partial views of the 5 dimensions: Responsiveness, Assurance, Tangible, Empathy, Reliability is able to directly influence customer loyalty.

3. Seen from the point of view of service quality simultaneous views of 5 dimensions: Respon-siveness, Assurance, Tangible, Empathy, Reliability can not affect customer loyalty through customer satisfaction intervening variable.

4. From the processing of statistical data that there is an indirect effect of service quality consisting of Power Response, Security, Physical Evidence, Empathy, Reliability of the customer loyalty through customer satisfaction by intervening variable regression equation as follows:

Y₂ = 1,388 + 0,092X₁ + 0,150X₂ + 0,029X₃ + 0,133X₄ + 0,183X₅ + 1,191+ e_i

Keyword :  Services Quality, Consumer’s Satisfaction, Costumer’s Loyalty