PERANAN KEPUASAN PELANGGAN SEBAGAI PEMEDIASI PADA PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN

Authors

  • Suhadi Jaka Sugihantara, Rahayu Triastity & Sumaryanto

Abstract

This study aims to analyze the effect of product quality on customer satisfaction;
The effect of product quality on customer loyalty; The effect of customer satisfaction on
customer loyalty; And the effect of product quality mediated by customer satisfaction.
The type of research used is survey research on customer Srabi Notosuman
Ny.Handayani Solo with a sample of 100 respondents. Sampling technique was done by
Nonprobabiliti Sampling with purposive sampling technique. Data analysis using
classical assumption test, path analysis, F test, and test of coefficient of determination.
The result of product quality has a significant effect on customer satisfaction, product
quality has a significant effect on customer loyalty, customer satisfaction has no
significant effect on customer loyalty, and customer satisfaction mediates the effect of
product quality on customer loyalty.
Keywords: customer satisfaction, product quality, customer loyalty

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Published

2017-12-12

Issue

Vol. 17 No. 4 (2017): Jurnal Ekonomi dan Kewirausahaan : December

Section

Artikel

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