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All Journal Jurnal Ekonomi dan Manajemen Indonesia
Erwinsyah
Universitas Kutai Kartanegara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE EFFECT OF PRODUCT QUALITY AND PRICE ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF CUSTOMER LOYALTY Erwinsyah; Muhammad Hermanto; Intan Rizki Nuraini Putri
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 26 No 1 (2026)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/x2csh537

Abstract

This study aims to analyze the influence of the variables under investigation—specifically product quality and price—on customer satisfaction, as well as the role of customer loyalty in moderating the impact of product quality and price on customer satisfaction at Kebab Kota Raja, Tenggarong. The analytical tool employed is SEM-PLS. The study population consisted of 105 respondents; applying purposive sampling based on the criterion of having made more than one purchase resulted in a sample of 83 respondents. The results indicate that product quality has a positive impact on customer satisfaction. Conversely, price was not found to have a positif impact on customer satisfaction. Customer loyalty did not moderate the influence of either product quality or price on customer satisfaction; however, it exerted a direct and significant influence on customer satisfaction, thereby categorizing it as a *quasi-moderator*. The overall research model yielded an R-Square value of 0.712, indicating that the variables in this study explain 71.2% of the variation in customer satisfaction.
Co-Authors Intan Rizki Nuraini Putri Muhammad Hermanto