PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Coolio Barbershop Lowokwaru, Kota Malang)

ABSTRACT This study aims to examine and analyze the effect of price, promotion, and service quality on loyalty through satisfaction. Population and sample are 98 users of Coolio Barbershop services. Data collection through questionnaires. Analysis of the data in this study using SPSS version 14. Testing the application of data used in this study included the validity test, reliability test, normality test, path analysis, sobel test, and testing the research hypothesis. The results of the analysis show that price, promotion, and service quality have a direct influence on loyalty. Price, promotion and service quality have an indirect effect on loyalty through satisfaction. Path analysis results above are known to all path coefficients of the relationship, it can be seen that the direct effect, indirect influence and total influence of each variable that affects certain variables. The sobel test is used to test the influence of the intermediate variables in this study, there are mediating variables, namely satisfaction variables. Each barbershop has its own characteristics in providing consumer appeal. This attraction can distinguish barbershop from each other. This distinctive feature will later be used as a strategy in determining market segmentation. Keywords: Price, Promotion, service quality, loyaltiy and satisfaction.