KAJIAN LOYALITAS PELANGGAN DARI PERSPEKTIF KEPUASAN PELANGGAN PASIR CV PUTRA MULIA BATU MERAPI BERBASIS BAURAN PEMASARAN

Abstract

This research is done on sand customers in CV Putra Mulia Batu Merapi, one
of the sand mining companies in Klaten district, Central Java province. To know the
direct influence between variables; Product quality, service quality and selling price
to customer satisfaction, and direct influence between variables; Product quality,
service quality, selling price to customer loyalty mediated by customer satisfaction.
The data used in this study is primary data sourced from the questionnaire, the
sample in this study amounted to 60 respondents.The result of the research shows
that: 1) The quality of the product has a positive and significant effect on the
satisfaction, 2) The quality of service has positive and significant effect on the
satisfaction, 3) The price has negative and insignificant effect to the satisfaction, 4)
The product quality has negative and insignificant effect to the loyalty, 5) Quality of
service has positive but insignificant effect on loyalty, 7) Quality of product, service
quality and price simultaneously have positive and significant effect on satisfaction,
8) Quality of product, service quality, price And customer satisfaction
simultaneously have a positive but not significant effect on loyalty, 9) Customer
satisfaction has negative and insignificant effect on loyalty.
Keywords: product quality, service quality, price, satisfaction, loyalty.