Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Harga Terhadap Loyalitas Pelanggan Pada Toko Rini Cosmetic Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

Abstract

This research was conducted at the Rini Cosmetics Shop. This research is quantitative by
interpreting the independent and dependent variables. This study aims to determine the effect
of service quality, product quality, and price on customer loyalty and customer satisfaction at
Rini Cosmetic store customers by using 50 respondents as a research sample and the
sampling technique using accidental sampling. The data analysis method used is a
quantitative analysis method including validity test, reliability test, normality test, linearity
test and regression significance, homogeneity test, hypothesis requirements and statistical
hypotheses. Data analysis in this study used path analysis (Path) with the help of the SPSS
version 25.0 application. The results of the study indicate that there is a direct influence
between service quality and customer satisfaction at Rini cosmetic shops. There is a direct
effect of product quality on customer satisfaction at Rini Cosmetics stores. There is a direct
effect of price on customer satisfaction at Rini Cosmetic stores. There is a direct effect of
service quality on customer loyalty to Rini Cosmetic stores. There is an effect of product
quality on customer loyalty to Rini Cosmetic stores. There is an effect of price on customer
loyalty to Rini Cosmetic stores. There is a direct effect of customer satisfaction on customer
loyalty to Rini Cosmetic Stores