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All Journal Jurnal Manajemen DIVERSIFIKASI
Reni Setawati
universitas muhammadiyah metro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Harga Terhadap Loyalitas Pelanggan Pada Toko Rini Cosmetic Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Reni Setawati; Nani Septiana; Sugeng
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 2 (2025): Juni
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i2.4355

Abstract

This research was conducted at the Rini Cosmetics Shop. This research is quantitative byinterpreting the independent and dependent variables. This study aims to determine the effectof service quality, product quality, and price on customer loyalty and customer satisfaction atRini Cosmetic store customers by using 50 respondents as a research sample and thesampling technique using accidental sampling. The data analysis method used is aquantitative analysis method including validity test, reliability test, normality test, linearitytest and regression significance, homogeneity test, hypothesis requirements and statisticalhypotheses. Data analysis in this study used path analysis (Path) with the help of the SPSSversion 25.0 application. The results of the study indicate that there is a direct influencebetween service quality and customer satisfaction at Rini cosmetic shops. There is a directeffect of product quality on customer satisfaction at Rini Cosmetics stores. There is a directeffect of price on customer satisfaction at Rini Cosmetic stores. There is a direct effect ofservice quality on customer loyalty to Rini Cosmetic stores. There is an effect of productquality on customer loyalty to Rini Cosmetic stores. There is an effect of price on customerloyalty to Rini Cosmetic stores. There is a direct effect of customer satisfaction on customerloyalty to Rini Cosmetic Stores
Co-Authors Nani Septiana Sugeng