The Influence of Service Quality and Price Perception on Customer Loyalty with Customer Satisfaction as an Intervening Variable at Tazkia Tour Umrah and Hajj Travel Agency

This study aims to analyze the influence of service quality and price perception on customer loyalty, with customer satisfaction as a mediating variable, at Tazkia Tour Umrah and Hajj Travel Agency. A total of 81 respondents who had used the agency’s services were surveyed using a structured questionnaire. Data were analyzed with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results indicate that service quality has a positive and significant effect on customer satisfaction, and price perception also has a positive and significant effect on customer satisfaction. Service quality further demonstrates a significant direct effect on customer loyalty, while price perception does not directly influence loyalty. Customer satisfaction has a strong and significant effect on loyalty, acting as a partial mediator in the relationship between service quality and loyalty, and as a full mediator between price perception and loyalty. The R-Square results show that customer satisfaction is explained by service quality and price perception at 50.3%, while customer loyalty is explained by service quality, price perception, and customer satisfaction at 72.5%. These findings highlight the importance of enhancing service quality and ensuring fair and transparent pricing to strengthen customer satisfaction, which in turn fosters long-term customer loyalty. The study contributes to both theoretical development in service marketing and practical implications for managing Umrah and Hajj travel services.