Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening  Pada Rumah Cantik DRW di Kota Metro

Alfina Damayanti; Suwarto; Durotun Nasikah

doi:10.24127/diversifikasi.v6i2.6393

Alfina Damayanti Universitas Muhammadiyah Metro
Suwarto Universitas Muhammadiyah Metro
Durotun Nasikah Universitas Muhammadiyah Metro

DOI: https://doi.org/10.24127/diversifikasi.v6i2.6393

Keywords: Service Quality, Product Quality, Price, Customer Loyalty, Customer Satisfaction.

Abstract

The success of a company is determined by the company's ability to build customer loyalty. This loyalty will be something that must be achieved by a company in retaining customers from similar competing companies. This research aims to find out whether service quality has a direct effect on customer satisfaction at drw Metro beautiful homes. To find out whether product quality has a direct effect on customer satisfaction at drw Metro beautiful homes. To find out whether price has a direct effect on customer satisfaction for Drw Metro's beautiful homes. To find out whether service quality has a direct effect on customer loyalty at drw Metro beautiful homes. To find out whether product quality has a direct effect on customer loyalty at drw Metro beautiful homes. To find out whether price has a direct effect on customer loyalty at Drw Metro's canti house. To find out whether customer satisfaction has a direct effect on customer loyalty at drw Metro beautiful homes. The sample for this research was 105 people. Data collection uses questionnaires and observations. Data analysis uses Validity Test, Reliability Test, Normality Test, Regression Linearity and Significance Test, Homogeneity Test and Path Analysis using the program (SPSS). The research results show that there is a positive and significant influence of service quality on customer satisfaction. There is a positive and significant influence of product quality on customer satisfaction. There is a positive and significant influence of price on customer satisfaction. There is a positive and significant influence of service quality on customer loyalty. There is a positive and significant influence of product quality on customer loyalty. There is a positive and significant influence of price on customer loyalty. There is a positive and significant influence of customer satisfaction on customer loyalty.