PERAN KEPUASAN PELANGGAN MEMEDIASI KUALITAS PRODUK DAN PERSEPSI HARGA DENGAN LOYALITAS PELANGGAN

Abstrak

The purpose of this study is to examine the effect of product quality and price perceptions on customer loyalty through keeping customer satisfaction with Miniso product consumers. The number of samples taken was 105 in Miniso product consumers who had the criteria to have purchased Miniso products, domiciled in Denpasar City, and were last educated in high school. Data was collected through questionnaires. The analysis technique used is the sobel test using path analysis. Based on the results of the analysis it was found that product quality variables had a positive and significant effect on customer satisfaction on Miniso product consumers, the price perception variable had a positive and significant effect on customer satisfaction on Miniso product consumers, product quality variables had a positive and significant effect on customer loyalty to Miniso product consumers. Price perception variables have a positive and significant effect on customer loyalty to Miniso product consumers, and customer satisfaction variables have a positive and significant effect on customer loyalty to Miniso product consumers in Denpasar City.

Keywords: product quality, price perception, customer satisfaction, customer loyalty