Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan

Abstract

This study aims to analyze the effect of product quality on customer loyalty either directly or through mediation of customer satisfaction. Causality design is used to determine the causal relationship between research variables with a quantitative research approach. Purposive sampling technique was used to determine the research sample in order to obtain as many as 110 Renault customers in PT Maxindo Mobil Indonesia BSD Tangerang. Data analysis was carried out using path analysis with SPSS version 26 program. The results showed that product quality directly had a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction could also play an intermediary variable so that product quality variables indirectly had a positive and significant influence. to customer loyalty.

The Influence of Brand Image, Service Quality and Price on Consumer Satisfaction (Study on Consumers of Kopi Kenangan, Tebet)

“…The results of this study identified that, brand image cannot create or increase consumer loyalty. This is in accordance with research conducted by Dimyati andSubagio (2016), Firanazulah et al (2021), Ramadhani and Nurhadi (2022), Kasturi et al (2019), andWahyudi et al (2022) the results of the study can be concluded that brand image has a positive and insignificant effect on consumer loyalty.…”

Pengaruh Citra Merk dan Inovasi Produk terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Konsumen Indomie di Surakarta

“…Dengan kata lain, ketika konsumen merasa bahwa citra merek tersebut memiliki nilai merek yang tinggi maka dapat memiliki persepsi resiko yang lebih rendah, karena pada saat yang sama konsumen sudah memiliki persepsi positif terhadap merek dan meningkatkan niat pembelian yang tinggi. Hal ini menunjukan ketika suatu merek memiliki ekuitas merek yang tinggi maka bisa menjadi tolak ukur seseorang konsumen dalam mengambil keputusan [14].…”