PENGARUH KUALITAS PRODUK, CITRA MEREK, PROMOSI DAN HARGA  TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN  SEBAGAI VARIABEL INTERVENING PADA WIZZMIE JEMBER

Yessy Kusuma Sari; Hary Sulaksono; Hayatul Maspufah

doi:10.31967/riemba.v2i2.1151

Yessy Kusuma Sari Institut Teknologi dan Sains Mandala
Hary Sulaksono Institut Teknologi dan Sains Mandala
Hayatul Maspufah Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/riemba.v2i2.1151

Keywords: Product Quality, Brand Image, Promotion, Price, Customer Loyalty

Abstract

This study aims to find out the direct and indirect effects of product quality variables,
brand image, promotion and price on customer loyalty and its influence on consumer
satisfaction as an intervening variable on Wizzmie Jember. The poll in this study was a consumer
of Wizzmie Jember. The sample used in this study was 102 respondents obtained from Cochran's
formula with a minimum sample of 96 respondents. The type of research in this study uses
quantitative research methods. The sampling technique used is purposive sampling. The data
analysis method uses path analysis (path analysis) with the help of SPSS 20. Tests used are
instrument tests (validity tests and reliability tests), classic assumption tests (normality tests,
multicollinierity tests, heteroskedasticity tests), hypothesis tests (tests) and sobel testing.
Research results show that promotional effects do not have a direct effect, and then product
quality, brand image and price have a direct effect on consumer satisfaction. Furthermore,
promotion, price and consumer satisfaction have a direct effect and product quality and brand
image have no direct effect on customer loyalty. Then product quality and promotion have no
indirect effect and brand image and price have an indirect effect on customer loyalty through
consumer satisfaction.