Analysis of Treatment Service Quality, Price Competitiveness, and Skincare Product Quality toward Loyalty with Customer Satisfaction as Mediating Variable (Empirical Study at Ermust Dermatologist Clinic, Pontianak)

Arya Raditya Damarjati, Mustaruddin Mustaruddin

Abstract


The purpose of this study is to analyze Service Quality, Price Competitiveness, and Skincare Product can affect Loyalty through The Mediation of Customer satisfaction at Ermust Dermatologist Clinic. In today’s world, the trend of skincare has been rapidly developed no less than development from other sectors which evidently affects the growth of the businesses in the field of skin health (e.g. there are many newly opened skincare businesses). Those businesses are required to be able to create something unique and different from similar businesses. They need to think creatively and innovatively in creating more attractive things, at competitive prices and maintaining the quality of service and quality of skincare products. Service quality is an important part that is always given by business actors to retain consumers and win the business competition. Ermust Clinic is one of the skin health clinics in Pontianak and has been established in 2009 until now. Ermust Clinic needs to know the factors that make consumers loyal in terms of facilities and infrastructure as well as in terms of service. This research will be conducted on patients who have had treatment at Ermust Clinic, Pontianak. Researchers will provide questionnaires to patients of Ermust Clinics which the number of samples is 642 respondents. The data collected in this research will be analyzed in Structural Equation Model Partial Least Square (SEMPLS). This analysis SmartPLS 3.0 software was utilized. The hypothesis construct in this study are H1: Treatment Service Quality has a positive effect towards Customer Satisfaction. H2: Price Competitiveness has positive effect towards Customer Satisfaction. H3: Skincare Product has positive effect towards Customer Satisfaction. H4: Treatment Service Quality has a positive effect towards Loyalty. H5: Price Competitiveness has positive effect towards Loyalty. H6: Skincare Product has positive effect towards Loyalty. H7: Customer Satisfaction has positive effect towards Loyalty. H8: Customer Satisfaction mediates the positives influences between Treatment Service Quality and Customer Loyalty. H9: Customer Satisfaction mediates the positives influences Price Competitiveness and Customer Loyalty. H10: Customer Satisfaction mediates the positive influences of Skincare Product and Customer Loyalty.

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