Pengaruh Product Quality dan Price terhadap Loyalitas Pelanggan Dimediasi oleh Customer Satisfaction pada Pembelian Bolu Menara di Medan Selayang

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh product quality, dan price terhadap loyalitas pelanggan dimediasi customer satisfaction, mengetahui pengaruh product quality dan price terhadap customer satisfaction, untuk mengetahui dan menganalisis product quality berpengaruh terhadap loyalitas pelanggan dimediasi customer satisfaction, dan untuk mengetahui dan menganalisis price berpengaruh terhadap loyalitas pelanggan dimediasi customer satisfaction pada pembelian Bolu Menara di Medan Selayang. Populasi dalam penelitian ini adalah penduduk kecamatan Medan Selayang sebanyak 103.559. Sampel dalam penelitian sebanyak 85 yang diambil dengan menggunakan rumus Hair. Teknik pengumpulan data yang digunakan dalam penelitian ini dilakukan dengan penyebaran kuesioner. Teknik analisis yang dalam penelitian menggunakan SmartPLS (Partial Least Square) mulai dari pengukuran model (outer model), struktur model (inner model) dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa product quality, price dan customer satisfaction berpengaruh positif dan signifikan terhadap loyalitas pelanggan, product quality dan price berpengaruh positif dan signifikan terhadap customer satisfaction, product quality berpengaruh positif dan signifikan terhadap loyalitas pelanggan dimediasi customer satisfaction dan price berpengaruh positif dan signifikan terhadap loyalitas pelanggan dimediasi customer satisfaction pada pembelian Bolu Menara di Medan Selayang. The purpose of this research is to determine and analyze the influence of product quality, price on customer loyalty mediated by customer satisfaction, to determine the influence of product quality and price on customer satisfaction, to determine and analyze the influence of product quality on customer loyalty mediated by customer satisfaction, and to determine and analyze Price has an effect on customer loyalty, mediated by customer satisfaction when purchasing Bolu Menara in Medan Selayang. The population in this study was the population of Medan Selayang sub-district, 103,559. The samples in the study were 85 taken using the Hair formula. The data collection technique used in this research was carried out by distributing questionnaires. The analysis technique in the research uses SmartPLS (Partial Least Square) starting from model measurement (outer model), model structure (inner model) and hypothesis testing. The results of the research show that product quality, price and customer satisfaction have a positive and significant effect on customer loyalty, product quality and price have a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on customer loyalty mediated by customer satisfaction and price has a positive and significant effect on Customer loyalty is mediated by customer satisfaction when purchasing Bolu Menara in Medan Selayang.