PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN PADA MOMO COFFEE SLOWBAR

Abstract

This research examines and analyze the direct effect of product quality on customer loyalty, product quality on customer satisfaction, price on customer loyalty, price on customer satisfaction, and customer loyalty on customer satisfaction. It also aims to examine and analyze indirect effect of product quality on customer loyalty which was mediated by customer satisfaction. The research applies quantitatively. Furthermore, the population consists of consumers Momo Coffee Slowbar. The data collection technique used non- probability sampling. In line with that, there were 100 respondents as sample. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondent. The data analysis technique used Partial Least Square (PLS) with SmartPLS 4.0. The result indicates that both product quality and price have a positive and significant effect on customer loyalty. Similarly, product quality and price have a positive and significant effect on customer loyalty, with customer satisfaction as a mediating variable.