Wahyuningtyas, Amalia (2024) Pengaruh Harga, Promosi dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Konsumen FreshCare di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aimed to assess and analyze the impact of price, promotion, and product quality on customer loyalty, mediated by consumer satisfaction with FreshCare products in Surabaya. This research employed a associative research with a quantitative approach involving the collection of questionnaire-based data. The study's target population comprised consumers who had purchased or used FreshCare products in Surabaya. Utilizing the Non-Probability Sampling-Purposive Sampling technique, 100 individual respondents were selected for this research. The data analysis method employed was Structural Equation Modeling -Partial Least Square (SEM-PLS) using the statistical software SmartPLS 4.0. The research findings revealed that Price, Promotion, and Product Quality significantly and positively influence Consumer Satisfaction. Price and Product Quality also significantly and positively affect Consumer Loyalty, whereas Promotion showed no significant positive impact on Consumer Loyalty. Consumer Satisfaction was found to have a significant positive effect on Consumer Loyalty. Furthermore, Price and Product Quality were noted to positively and significantly influence Consumer Loyalty through Consumer Satisfaction. However, Promotion did not have a significant positive influence on Consumer Loyalty through Consumer Satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Amalia Wahyuningtyas | ||||||||
| Date Deposited: | 01 Feb 2024 03:14 | ||||||||
| Last Modified: | 01 Feb 2024 03:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20893 |
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