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ABSTRACT:

This research aims to determine the influence of service quality, customer orientation of service employees and perceived price on customer loyalty with customer satisfaction as a mediating variable at the Honda Gajah Motor Bypass Dealer Workshop. The method used in this research is causality. The number of samples used was 250 samples. Sampling was carried out using purposive sampling technique. Sample collection was carried out using a questionnaire via Google Form. The data analysis method used to prove the truth of the hypothesis was carried out using Structural Equation Modeling (SEM) via Smart PLS version 4 software. From the results of hypothesis testing it was found that service quality, customer-oriented employees and perceived price had a significant effect on customer satisfaction at the Gajah Moor Honda Workshop Shortcut. The results of this research also found that customer satisfaction and perceived price have a significant effect on customer loyalty. However, service quality does not have a significant effect on customer loyalty. Apart from that, customer satisfaction is indirectly able to mediate the relationship between service quality and customer loyalty, customer satisfaction is also indirectly able to mediate the relationship between perceived price and customer loyalty at the Honda Gajah Motor Bypass Dealer Workshop

KEYWORDS:

Customer Loyalty, Customer Orientation of Service Employees, Customer Satisfaction, Perceived Price, Service Quality

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