Firdausy, Annisa Jannatul (2022) Pengaruh Harga dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus pada Pelanggan Lulur Purbasari di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of price and product quality on customer loyalty directly and indirectly through customer satisfaction. This study used the object of Purbasari scrub products. In this study, the population is customers who have purchased or used Purbasari scrub products. The sample in this study was 100 respondents who were customers of Purbasari scrub products. The sample was obtained using a non-probability sampling technique questionnaire with the quota sampling method. Testing the hypothesis in this study uses statistical model analysis which includes validity test, reliability test, classic assumption test, path analysis, t test, and Sobel test. The results of this study are price has a significant effect on customer satisfaction on Purbasari scrubs in Surabaya, product quality has a significant effect on customer satisfaction on Purbasari scrubs in Surabaya, price has no significant effect on customer loyalty on Purbasari scrubs in Surabaya, product quality has a significant effect on customer loyalty on scrubs Purbasari in Surabaya, Customer satisfaction has a significant effect on customer loyalty on Purbasari scrubs in Surabaya, Price has a significant effect on customer loyalty through customer satisfaction as an intervening variable on Purbasari scrub customers in Surabaya, Product quality has a significant effect on customer loyalty through customer satisfaction as an intervening variable on customers of Purbasari scrubs in Surabaya. Keywords : Price, Product Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Annisa Jannatul Firdausy | ||||||||
| Date Deposited: | 18 Jan 2023 03:19 | ||||||||
| Last Modified: | 18 Jan 2023 03:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11099 |
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