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

Mayang Sari; Wan Suryani

doi:10.31004/riggs.v4i3.2360

Authors

Mayang Sari Universitas Medan Area
Wan Suryani Universitas Medan Area

DOI:

https://doi.org/10.31004/riggs.v4i3.2360

Keywords:

Product Quality, Price, Customer Satisfaction, Purchase Intention

Abstract

The purpose of this research is to determine and analyze the influence of product quality, price and customer satisfaction on purchase intention, 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.

Downloads

Download data is not yet available.

References

Alma, Buchari. (2014). Manajemen Pemasaran Dan Pemasaran Jasa. Bandung: Cv Alfabeta.

Ariyanto, A., Bangun, R., Indillah, M. R. M., Trenggana, A. F. M., Sholihah, D. R., Ariyanti, M., ... & Bancin, J. B. B. (2023). Manajemen pemasaran.

Baker, J., Grewal, D., & Levy, M. (2016). Marketing. McGraw-Hill Education.

Bali, A. Y. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Akuntansi, Manajemen Dan Ekonomi (JAMANE), 1(1), 1–14.

Bob Sabran 2018 Manajemen Pemasaran,. Edisi 14 Jilid . Jakarta : Erlangga

Elyana, N. N., & Mauludi, A. (2023). Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Variabel Intervening pada Resto Bebek Teman Ayam (BTA) Corner Tulungagung. Jurnal Manajemen Dan Sains, 8(1), 890–900.

Firdausy, A. J., & Dwiridotjahjono, J. (2022). Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Lulur Purbasari. Jurnal Pendidikan Ekonomi (JURKAMI), 7(3), 398–409.

Hendaprilla, M. L., Hamzah, M. I., & Hanandewa. (2023). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Dan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Manajemen Bisnis Almatama, 2(1), 51–62.

Kotler, P., & Amstrong, G. (2021). Principles of Marketing. Gramedia Pustaka Utama.

Kotler, P., & Keller, K. L. (2022). Marketing Managemen, 15th Edition. Pearson Education.

Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Khalifah Mediatama.

Lupiyoadi, & Hamdani. (2019). Manajemen Pemasaran Jasa. Salemba Empat.

Madjowa, I. S., Levyda, & Abdullah, S. (2023). Tingkat Loyalitas Pelanggan Ditinjau dari Kualitas Pelayanan Melalui Variabel Moderating Kepuasan Konsumen. Jurnal Ekonomi & Ekonomi Syariah, 6(1), 184–193.

Pramesti, M. A., & Chasanah, U. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Bina Bangksa Ekonomika, 14(2), 281–287.

Santoso, J. B. (2019). Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Kepuasan Dan Loyalitas Konsumen (Studi Pada Konsumen Geprek Bensu Rawamangun). Jurnal Akuntansi Dan Manajemen, 16(1), 127–146.

Stanton, W. J. (2017). Prinsip Pemasaran (6th ed.). Erlangga.

Suryani, W., Amelia, W. R., & Iriantini, D. B. (2024). Dampak Program Pemulihan Layanan terhadap Loyalitas Pelanggan di Industri Logistik. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 5(1), 108–117.

Suryani, W., Handayani, M., Aisyah, N., & Junita, A. (2024). The Influence of Service and Product Quality Through Customer Satisfaction on Customer Loyalty of PT Bank Mandiri, Tbk. Tanjung Balai Sub-Branch Office. Proceeding of The International Conference on Business and Economics, 2(1), 285–297.

Thamrin, A., & Tantri, F. (2018). Manajemen Pemasaran. Rajawali Pers.

Tjiptono, F., & Anastasia, D. (2020). Kepuasaan Pelanggan-Konsep, Pengukuran, dan Strategi. Andi.