Pengaruh Produk, Harga Dan Distribusi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pengguna Handphone Merek Vivo Studi Kasus Pada Mahasiswa FEB Universitas Muhammadiyah Metro

Abstract

The purpose of this study is to determine the effect of products, prices, and distribution on
customer loyalty both directly or indirectly through customer satisfaction. Research methods
require quantitative research. Objects in research are products, prices, distribution, loyalty,
and customer satisfaction with Vivo brand cellphone users. The population in the study were
FEB students of Muhammadiyah Metro University. The sample in the study was taken using
the random sampling technique with the amount of sampling determined by the Slovin
method. The number of samples produced is 91 respondents. The instrument in this study
used a questionnaire. Data analysis in this study uses path analysis. The results showed that
products directly affect customer loyalty, prices directly affect customer loyalty, distribution
directly affects customer loyalty. Products, prices, and distributions have an indirect effect on
customer loyalty, namely through customer satisfaction.