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.
