Penelitian ini ingin mensinergikan tiga variabel yakni: kualitas pelayanan, kepuasan pelanggan dan loyalitas pelanggan serta apakah variabel kepuasan pelanggan menjadi variabel moderator antara variabel kualitas pelayanan dengan variabel loyalitas. Jumlah sampel yang mendukung penelitian ini berjumlah 135 pelanggan Hypermart Bangkalan. Alat analisa yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan bantuan Software Amos versi 16. Hasil penelitian ini adalah variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap variabel kepuasan, variabel kepuasan bukan menjadi variabel moderator antara variabel kualitas pelayanan dengan variabel loyalitas, serta variabel kualitas pelayanan tidak berpengaruh signifikan terhadap variabel loyalitas. Kata kunci: kualitas pelayanan, kepuasan dan loyalitas

Abstract This study wants to synergize the three variables, namely: service quality, customer satisfaction and customer loyalty as well as whether the satisfaction variable becomes a moderator variable between variables of service quality with loyalty variable. The number of samples that support this study amounted to 135 customers Hypermart Bangkalan. Analysis tool used in this research is Structural Equation Modeling (SEM) with the help of Amos Software version 16. The results of this study that variable of service quality are significant and positive effect on the satisfaction variable, satisfaction variables not become moderator variable between variables of service quality with loyalty variables, as well as variable of service quality does not significantly influence the loyalty variable. Keywords: service quality, satisfaction and loyalty

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