PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MIE GACOAN PEKALONGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING
Keywords:
product quality, price and service quality have a significant positive direct effectAbstract
The scope of this research is a study of the influence of product quality, price and service quality on customer loyalty with customer satisfaction as an intervening variable (case study of Pekalongan gacoan noodles). The aim of this research is to test and analyze the influence of product quality, price and service quality on loyalty customers with customer satisfaction as an intervening variable which analyzes the pattern of relationships between variables in the form of cause and effect and with the aim of finding out direct relationships. and indirect impacts. The sample size used in this research was 97 respondents and focused on Mie Gacoan customers The research method used is path analysis. The results obtained show that the influence of product quality directly has a significant positive effect on customer satisfaction, price directly has a significant positive effect on customer satisfaction, service quality directly has a positive and significant effect on customer satisfaction, customer satisfaction directly has a significant positive effect on customer loyalty, product quality, price and service quality indirectly have a significant negative effect on customer loyalty. Based on the first structural equation, customer satisfaction is both direct and indirect and the influence of product quality, price and service quality, the second structural equation has a direct positive and significant effect on customers. their loyalty is direct. and indirectly. Thus it can be concluded that companies must be able to provide good quality products and prices to create a sense of customer satisfaction with a product because customer satisfaction with product quality and price will make customers loyal.
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