Analysis of The Effect of Service Quality and Price Perception on Customer Loyalty with Customer Satisfaction Variables as intervening variables

. T Every Commercial Bus Company majoring in Kuningan-Jakarta strives to provide competitive services and prices in the hope of providing customer satisfaction so that customers are ready to return to using the bus service. Nevertheless, consumers are less satisfied with the delivery given by The Jakarta-Kuningan Bus Company. So important is the loyalty of a consumer to the organization or company, then it should be if the service company always puts the consumer in the most important position to be satisfied in any planning and activities carried out both in the quality of service and perception price. Operational standards made by the company in providing quality service services that are always based on how to provide the best satisfaction to customers. However, the number of complaints from Customers against service is given so that it decreases the number of passengers every year. From 2017- 2019 therefore, this research was conducted to find out perception price and quality of service in knowing customer satisfaction to better understand customer loyalty. Population in consumer research PO Bus Department Kuningan-Jakarta at Kertawangunan Kuningan terminal west Java). The number of samples used was 140 respondents. The method of data collection is done through the questionnaire method. The study used structural equation modeling analysis (SEM) techniques using the AMOS 2.1 analysis tool. The results of this study show that price perception has an influence on customer satisfaction, Service quality has an influence on customer satisfaction, price perception affect customer loyalty, service quality has no influence on customer loyalty, and customer satisfaction has an influence on customer loyalty.