ANALISIS LOYALITAS PELANGGAN TERKAIT KUALITAS, HARGA DAN DESAIN PRODUK SERTA KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING : Studi Pada Pengguna Kosmetik Brand Wardah)
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Andi Ema Damayanti, .
Subject
H Social Sciences (General)
Datestamp
2022-05-23 09:26:39
Abstract :
This research is driven by efforts aimed at consumer needs with the hope that consumers are satisfied and will make repeat purchases. This research aims to determine the influence of quality, price and product design directly or indirectly on customer loyalty through customer satisfaction as an intervening variable in purchasing cosmetics Wardah Research This study uses 100 Wardah consumers as a sample. Sample selection using purposive sampling technique. Hypothesis testing using path analysis and bootstrap calculations as well as direct and indirect testing using structural modeling (SEM). The test results show that customer loyalty is not directly affected by product quality and price. While the design variables and customer satisfaction have a significant direct influence on customer loyalty. Then there is an indirect effect between quality, price and product design on customer loyalty through customer satisfaction.
This research is driven by efforts aimed at consumer needs with the hope that consumers are satisfied and will make repeat purchases. This research aims to determine the influence of quality, price and product design directly or indirectly on customer loyalty through customer satisfaction as an intervening variable in purchasing cosmetics Wardah Research This study uses 100 Wardah consumers as a sample. Sample selection using purposive sampling technique. Hypothesis testing using path analysis and bootstrap calculations as well as direct and indirect testing using structural modeling (SEM). The test results show that customer loyalty is not directly affected by product quality and price. While the design variables and customer satisfaction have a significant direct influence on customer loyalty. Then there is an indirect effect between quality, price and product design on customer loyalty through customer satisfaction.
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