PERAN KEPUASAN MEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS (STUDI KASUS PADA PT KASI GARUDA BALI)

Abstract

Loyalty is a positive attitude from plasma members (chicken farmers) towards the core company in a cooperative partner relationship. Loyal plasma members will make repeated collaborations, refuse to cooperate with other core companies, even recommend core companies that are invited to cooperate with other breeders. This research was conducted at PT Kasi Garuda Bali, a nucleus-plasma partnership company on broiler farms, involving all plasma members (40 plasma members) as respondents. The method used is non-probability sampling with saturated sampling technique through the distribution of questionnaires. The analysis technique used is path analysis. Based on the results of the analysis, it was found that service quality has a positive and significant effect on loyalty, service quality has a positive and significant effect on satisfaction, satisfaction has a positive and significant effect on loyalty, and satisfaction plays a significant role in mediating the effect of service quality on loyalty of plasma members. This shows that the better the quality of services provided by the core company and the more realized the expectations of plasma members when collaborating, the higher the loyalty of plasma members to continue to cooperate with partners. Keywords: service quality; satisfaction; loyalty