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The competition with other dealers offering similar service results in the decreasing number of customers atAHASS 0002-Astra Motor Semarang Siliwangi (AMSS) within the past two years (2008-2009). This study is aimed at finding out the influence of price and service quality upon customer loyality mediated by customer satisfaction. A hundred customers are chosen using purposive sampling method. Data are obtained by using questionnaire, interview, observation and documentation which are then analyzed using path analysis. The study concludes that price and service quality have bigger direct impact upon customer loyalty than the indirect impact. Total impact of price upon customer loyalty is bigger that total impact of service quality upon loyality. Therefore it is suggested that AHASS 0002-AMSS give discount, free merchandise for regular customers, free snack, free internet facility, and additional service day such as during holiday. Persaingan dengan dealer lain yang menawarkan layanan yang sama membuat jumlah pelanggan pada Bengkel AHASS 0002-Astra Motor Semarang Siliwangi (AMSS) mengalami penurunan dalam dua tahun terakhir (2008-2009). Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas pelayanan terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan. Sebanyak 100 pelanggan diambil sebagai sampel melalui metode purposive sampling. Teknik pengumpulan data menggunakan kuesioner, wawancara, observasi dan dokumentasi. Analisis data menggunakan analisis jalur. Penelitian menyimpulkan bahwa pengaruh langsung harga terhadap loyalitas lebih besar daripada pengaruh tidak langsungnya. Sedangkan pengaruh langsung kualitas pelayanan terhadap loyalitas lebih besar daripada pengaruh tidak langsungnya. Pengaruh total harga terhadap loyalitas lebih kecil daripada pengaruh total kualitas pelayanan terhadap loyalitas. Disarankan AMSS memberikan diskon harga, merchandise dan makanan ringan gratis, peningkatan fasilitas internet gratis dan layanan tambahan hari misalnya hari libur. Keywords: Price, Service Quality, Customer Loyalty Harga, Kualitas Pelayanan, Loyalitas Pelanggan
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