ANALISIS PENGARUH KUALITAS PRODUK, HARGA, CITRA TOKO, DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA TOKO TANJUNG BARU DI MOJOKERTO

Abstract

This research is aiming to understand how impact of product quality, price, store image, and service quality toward customer loyalty with customer satisfaction as an intervening variable at Tanjung Baru store, Mojokerto. The sample that is being used for this thesis is the consumer that lives in mojokerto and has ever bought with the minimum purchase of two times within two months at Tanjung Baru store toward 150 respondents. This thesis is using Structural Equation Modelling (SEM) with software AMOS 16.0 to process and analyze the data. The result of the analysis shows that product quality, price, and store image gives positive and significant impact toward customer satisfaction. Besides, service quality gives positive impact but do not give significant impact toward consumer satisfaction. The variable of consumer satisfaction gives positive and significant impact toward customer loyalty. The empirical research indicates that price gives the highest impact toward customer satisfaction with the coefficient regression of 0,488. Product quality also give positive and significant impact toward customer satisfaction with the coefficient regression of 0.413. whereas store image also gives positive and significant impact toward customer satisfaction with the coefficient regression of 0.359. Based on the empirical research shows that customer satisfaction gives positive and significant toward customer loyalty with the coefficient regression of 0.945.