The Influence Of Quality Of Service, Price, And Customer Satisfaction On Customer Loyalty (Case Study On Office Administration Study Program, State University Of Jakarta)

This research was conducted with the aim of knowing the effect of service quality, price, and customer satisfaction on customer loyalty. The data collection technique used is a quantitative method by distributing questionnaires as a research instrument which is measured based on a Likert scale. This study used a sample of 139 respondents from Office Administration Education and D3 Office Administration students, Faculty of Economics, Jakarta State University, Class of 2019. Data processing and analysis was carried out using the SmartPLS (Partial Least Square) Statistics software program version 3.3.9. Researchers perform calculations and tests by covering Descriptive Statistical Analysis, Calculation of the Measurement Model (Outer Model) and Structural Model (Inner Model), as well as Hypothesis Testing. The results of the research that has been done show that service quality, price, and customer satisfaction have a direct influence on customer loyalty