Pengaruh kualitas produk terhadap loyalitas pelanggan produk starbuck melalui kepuasan pelanggan sebagai variabel mediasi di kota palembang

Andini, Rachel (2026) Pengaruh kualitas produk terhadap loyalitas pelanggan produk starbuck melalui kepuasan pelanggan sebagai variabel mediasi di kota palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine and analyze whether product quality affects customer loyalty to Starbucks products through customer satisfaction as a mediating variable. The study employs a quantitative approach using non-probability sampling with a purposive sampling technique. The sample was selected based on several predetermined criteria, resulting in a total of 89 respondents. Data analysis was conducted using the SEM method with SmartPLS software, including validity and reliability tests, F-square, R-square, model fit, and hypothesis testing. The results indicate that product quality has a positive and significant effect on customer loyalty to Starbucks products through customer satisfaction. Customer satisfaction partially mediates the relationship between product quality and customer loyalty, and fully mediates the relationship between price and customer loyalty to Starbucks products. Keyword : Product Quality, Customer Loyalty, Customer Satisfaction

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