FITRIA, ISKA YUNI UTAMI (2022) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA UD. DIAN BAHARI KABUPATEN SITUBONDO. Skripsi thesis, STIE Mandala.
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Abstract
ABSTRACT This study entitled "The Effect of Price and Product Quality on Customer Loyalty through Customer Satisfaction as an Intervening Variable at UD. Dian Bahari, Situbondo Regency". This study aims to determine whether there is a direct and indirect effect of price and product quality on loyalty and whether there is an effect on satisfaction as an intervening variable at UD. Dian Bahari. The population is used in this research is shredded product customers at UD. Dian Bahari who makes a minimum purchase of 2 times and is 20 years old and above. The sample is used in this study amounted to 40 respondents who were obtained from Roscoe's theory. The sampling technique is used is purposive sampling with path analysis as the data analysis method used. The test is used in this research are data instrument test (validity and reliability test), classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), Sobel test, coefficient of determination test (R2), and hypothesis test (t test). The result of this study indicate that price has an effect on satisfaction but does not affect customer loyalty. Meanwhile, product quality has no effect on satisfaction but does affect loyalty. For customer loyalty has an influence on customer satisfaction. The price affects customer loyalty through customer satisfaction. While product quality has no effect on customer loyalty through customer satisfaction. Keywords: Price, Product Quality, Customer Loyalty and Customer Satisfaction.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HJ Public Finance |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Handoko Triharso |
| Date Deposited: | 08 Feb 2025 02:00 |
| Last Modified: | 08 Feb 2025 02:00 |
| URI: | http://repo.itsm.ac.id/id/eprint/760 |
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