PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN DALAM PEMBENTUKAN INTENSI PEMBELIAN KONSUMEN DI MAGA SWALAYAN

Intention of this research is to analyse influence service quality, customer satisfaction, interaction between service quality and customer satisfaction to consumer purchasing intensity. And know does with arise of variabel customer satisfaction as variabel moderasi, can influence relation service qual ity to consumer purchasing intensity. This research applies sampel 100 respondents with sampling technique nonprobability sampling with approach of convenience sampling and data collecting technique in this research applies questionaire method. Before this research done, researcher has done validity and reliability test. Test result in this research shows questionaire tested at respondent becoming consumer in Maga Swalayan is valid and reliabel. Analyzer applied in this research applies analyzer MRA, Classic asumsi touring and analyze regression Result from this research doesn't give support from to statement expressing that interaction between serive quality and customer satisfaction can explain consumer purchasing intensity. But result from this research explains that Interaksi betwecn service quality and customer satisfaction unable to explain consumer purchasing intensity.