Pengaruh Kualitas Produk, Harga dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Toko Femina dengan Kepuasan Pelanggan Sebagai Variabel Intervening

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

This research is motivated by the fluctuations in sales at Toko Femina from 2019 to 2023.

The decline in sales is attributed to factors such as product quality, pricing, and service

quality. Therefore, this study aims to examine the influence of product quality, price, and

service quality on customer loyalty, with customer satisfaction as an intervening variable.

The research method used is quantitative with a correlational study design. The population

consists of customers of Toko Femina, and the sample size is 50 respondents selected through

purposive sampling. Data collection techniques include questionnaires and documentation.

Data analysis is conducted using multiple linear regression tests. The results of this research

show that: 1) In the product quality variable (X1) there is an influence between the product

quality variable (X1) on customer loyalty (Y) at Femina stores. 2) In the price variable (X2)

there is an influence between the price variable (X2) on customer loyalty (Y) at the Femina

store. 3) on the service quality variable (X3) there is an influence between the service quality

variable (X3) on customer loyalty (Y) at the Femina store. 4) The test results show that the

consumer satisfaction variable (Z) does not act as an interrupter between product quality

(X1), price (X2), and service quality (X3) on customer loyalty (Y).