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All Journal Jurnal Manajemen DIVERSIFIKASI
Riana Prameswari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk Dan Harga Jual Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Industri Bakso Kembar Kota Metro Ratmono; Selamet Fuadi; Riana Prameswari
Jurnal Manajemen DIVERSIFIKASI Vol. 4 No. 3 (2024): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v4i3.3879

Abstract

This study aimed to determine the direct effect of product quality and selling price on consumer loyalty with consumer satisfaction as an intervening variable. This research was a quantitative research by measuring product quality variables. Selling price, loyalty, and satisfaction were by using a closed questionnaire. The questionnaire scoring scale for each variable was 1-5 so theoretically the range of scores obtained by respondents was between 20-100. Data collection was carried out by distributing questionnaires to a sample of 50 respondents. Data analysis in this study used path analysis (Path) with the help of the SPSS Version 20.0 application. The results showed that there was a direct influence between product quality and customer satisfaction in the Metro City Bakso Kembar Home Industry. There is a direct influence of the selling price on the satisfaction of the Metro City Bakso Kembar Home Industry. There is a direct effect of product quality on the loyalty of the Metro City Bakso Kembar Home Industry. There is a direct influence of the selling price on consumer loyalty of the Metro City Bakso Kembar Home Industry. There is a direct influence between consumer satisfaction and consumer loyalty in the Metro City Bakso Kembar Home Industry.
Co-Authors Ratmono Selamet Fuadi