PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN PADA ES TEH INDONESIA

Abstract

This research aimed to find out the effect of product quality and price on customers’ loyalty, which was mediated by customers’ satisfaction at Es Teh Indonesia in Surabaya. The research was quantitative. Moreover, the data collection technique used non-probability sampling with purposive sampling, in which the respondents who fulfilled the criteria and based on the limitations given would be taken as the sample. Furthermore, the instrument in the data collection technique used questionnaires. The questionnaires were distributed to 100 respondents. Additionally, the data analysis technique used PLS with Smart PLS 3.0 software. The result concluded that product quality had a significant effect on the customers’ loyalty at Es Teh Indonesia. Likewise, the price had a significant effect on customers’ loyalty at Es Teh Indonesia. In addition, product quality had a significant effect on customers’ loyalty at Es Teh Indonesia; with customers’ satisfaction as an intervening variable. Similarly, price had a significant effect on the customers’ loyalty at Es Teh Indonesia; with customers’ satisfaction as an intervening variable.