Lensa
Vol 16 No 1 (2022): Lensa

Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan

Desy Dharmawati (Universitas Pramita Indonesia)
Yoyok Cahyono (Universitas Pramita Indonesia)
Dasa Rahardjo Soesanto (STIE Bisma Lepisi Tangerang)
Popong Suryani (Sekolah Tinggi Ilmu Ekonomi PPI)

Article Info

Publish Date
15 Mar 2022

Abstract

This study aims to analyze the effect of product quality on customer loyalty either directly or through mediation of customer satisfaction. Causality design is used to determine the causal relationship between research variables with a quantitative research approach. Purposive sampling technique was used to determine the research sample in order to obtain as many as 110 Renault customers in PT Maxindo Mobil Indonesia BSD Tangerang. Data analysis was carried out using path analysis with SPSS version 26 program. The results showed that product quality directly had a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction could also play an intermediary variable so that product quality variables indirectly had a positive and significant influence. to customer loyalty.

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Journal Info
Lensa
Website

Abbrev

lo

Publisher

Universitas Pramita Indonesia

Subject

Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Dalam setiap terbitnya Lensa mencakup tiga displin ilmu sesuai dengan Fakultas yang tersedia di Universitas Pramita Indonesia , yaitu : Ilmu Sosial dan Politik, Ekonomi & Bisnis dan Sains & Teknologi. Journal Lensa developed with the aim of accommodating the scientific work of Lecturers, both the ...