Pengaruh Persepsi Harga, Kualitas Produk, dan Kualitas Layanan terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai variabel mediasi (Studi pada Janji Jiwa di Kota Palembang)

Lim, Natasya (2022) Pengaruh Persepsi Harga, Kualitas Produk, dan Kualitas Layanan terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai variabel mediasi (Studi pada Janji Jiwa di Kota Palembang). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to test and analyze the effect of price perception, product quality, and service quality on consumer loyalty in the Jiwa Jiwa in Palembang City with consumer satisfaction as a mediating variable. The population in this study are consumers who have made purchases and consumed Janji Jiwa in Palembang City. The sample size was taken as many as 100 respondents, with non-probability sampling method and purposive sampling technique. Data was collected by means of a questionnaire. The data analysis technique used of instrument feasibility consisting of validity and reliability testing, classical assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test, linear regression test consisting of multiple and simple linear regression tests, hypothesis testing which consists of the coefficient of determination test and t test, and the mediation test which consists of the Sobel test. The results of this study indicate that the perception of price and product quality has a positive and significant effect on consumer satisfaction while service quality does not. Product quality has a positive and significant effect on consumer loyalty with consumer satisfaction as a mediating variable, while perceptions of price and service quality do not. Keywords: Perception of price, Product Quality, Service Quality, Customer Satisfaction, Consumer Loyalty.

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