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All Journal Jurnal Riau Biologia JURNAL CITRA KEPERAWATAN Biosaintifika: Journal of Biology & Biology Education Jurnal Tabarru': Islamic Banking and Finance Journal of Comprehensive Science MIMBAR INTEGRITAS Jurnal Mahasiswa Entrepreneur Jurnal Pendidikan Kimia Unkhair (JPKU)
Siti Khumairoh, Siti
Laboratory of Genetics, Department of Biology, Faculty of Mathematics and Natural Sciences, Universitas Riau, Indonesia
Agriculture, Biological Sciences & Forestry Chemistry Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Social Sciences Other

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Journal : Jurnal Mahasiswa Entrepreneur

 1 
PENGARUH HARGA, KERAGAMAN PRODUK, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO SUMBER KEHURIPAN DI SUMBERTENGAH SITUBONDO Khumairoh, Siti; Tulhusnah, Lusiana; Sari, Rini Kartika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 6 (2025): JUNI 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i6.7055

Abstract

Marketing is a series of activities carried out by companies or individuals to introduce, offer, and distribute products or services to consumers with the main goal of fulfilling their needs and wants. The purpose of this study is to determine the effect of Price, Product Variety, and Service Quality on Consumer Loyalty with Customer Satisfaction as an Intervening Variable at Toko Sumber Kehuripan in Sumber Tengah, Situbondo. The sampling technique used in this research is purposive sampling. Data analysis and hypothesis testing were conducted using the Smart PLS 3.0 application. The results of this study show that Price has a significant positive effect on Customer Satisfaction, while Product Variety and Service Quality have a positive but not significant effect on Customer Satisfaction. Price and Product Variety have a positive but not significant effect on Consumer Loyalty, while Service Quality has a significant positive effect on Consumer Loyalty. Customer Satisfaction has a significant positive effect on Consumer Loyalty. However, Price, Product Variety, and Service Quality have a positive but not significant effect on Consumer Loyalty through Customer Satisfaction.
Co-Authors , HERMAN Cris Kuntadi Dewi Indriyani Roslim Hakim, Fachri Lusiana Tulhusnah Maidani, Maidani Masruchin Oktafiana, Ita Rini Kartika Sari Sadida, Maulidina Nurul Soeliha, Siti Solikin Solikin Suroto Suroto Yundari, Yundari