KUALITAS DAN LOKASI TERHADAP LOYALITAS PELANGGAN SEPATU DI JALAN MATARAM YOGYAKARTA

BUDI YANTORO

Upajiwa : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat
Vol 5 No 1 (2021): UPAJIWA: Jurnal Ekonomi, Bisnis, dan Manajemen Daulat Rakyat

This study aims to examine whether product quality and business location have an effect on consumer loyalty by intervening consumer satisfaction. The analysis uses independent variables of product quality and business location with customer satisfaction as an intervening variable. Data collection was carried out by distributing questionnaires to respondents. The analysis in this research uses descriptive analysis method and inferential analysis method using Patial Least Square (PLS). The results of this study indicate that product quality has a positive and significant effect on consumer loyalty, while the location aspect has a positive effect on consumer loyalty. Key words: product quality, location, customer satisfaction, customer loyalty