Title:
THE EFFECT OF SERVICE QUALITY AND PRICE ON LOYALTY THROUGH SATISFACTION OF “RUMAH PANGAN KITA” (RPK) PROGRAM IN PERUM BULOG MEULABOH BRANCH

Authors:
Hafizhsyah, Muhammad Adam and Mukhlis Yunus

Abstract:
This research aims to test the satisfaction mediation role on the service quality (servqual) and price effect on loyalty. This was conducted in the “Rumah Pangan Kita” (RPK) Program in the Perum Bulog, in Meulaboh Branch. The number of samples used was 190 people who were taken using the census technique. Data analysis used the Structural Equation Modeling (SEM) method. The result reveals that in the RPK Program, Servqual affects satisfaction, Price affects satisfaction, Servqual affects loyalty, Price does not affect Loyalty, Satisfaction affects Loyalty, Satisfaction partially mediates the Servqual effect on Loyalty, and Satisfaction fully mediates the Price effect on Loyalty. These findings prove that the model of increasing loyalty in the RPK program is a function of increasing Servqual and Price, which is mediated partially and fully by satisfaction. This finding explains that the model has been proven academically and can be used as a reference.