DOES PRODUCT QUALITY, WORD OF MOUTH INFLUENCE CONSUMER LOYALTY THROUGH CONSUMER SATISFACTION?

Heidi Ruliarto (Universitas Asa Indonesia)

Jurnal Ekonomi
Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September

Analysis of product quality and Word of Mouth that affects consumer loyalty directly or indirectly through consumer satisfaction is the purpose of this research in the culinary business. The instrument was developed using the Likert scale. Respondents as many as 100 consumers, validity and reliability tests using 30 respondents. This study uses quantitative path analysis methods to determine direct and indirect influences. Research results; Product Quality, Word of Mouth, and Consumer Satisfaction variables have an immediate effect on Consumer Loyalty. Indirect impact: both dependent variables can affect consumer loyalty indirectly through consumer satisfaction.