PERAN KEPUASAN KONSUMEN MEMEDIASI PENGARUH HARGA TERHADAP LOYALITAS KONSUMEN DALAM BERBELANJA CLOTHING ONLINE MELALUI INSTAGRAM

Abstrak

The purpose of this study is to explain customer satisfaction and prices as predictors of consumer loyalty in shopping for clothing online in the city of Denpasar. This data collection uses a questionnaire with purposive sampling technique on 88 respondents in Denpasar City, there are 11 indicators and use the Path analysis method. The results show that prices have a positive and significant effect on consumer satisfaction and consumer loyalty to clothing online, customer satisfaction is able to mediate. Respondent data that can be directly seen is that prices have a positive and significant influence on customer loyalty, prices have a positive and significant influence on customer satisfaction, customer satisfaction has a positive and significant influence on customer loyalty, customer satisfaction acts as an intervening variable between price and customer loyalty .

Keywords: consumer satisfaction, price and consumer loyalty