Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus Pada Pengguna Produk Kosmetik Make Over di Kelurahan Pulogadung)

Abstract

ABSTRAKTujuan penelitian ini yaitu untuk menganalisis pengaruh harga dan kualitas produkterhadap loyalitas pelanggan melalui kepuasan pelanggan. Penelitian menggunakan penelitiankuantitatif dan jenis penelitian ini adalah non probability sampling dengan teknik pengambilansampel yaitu purposive sampling dengan jumlah 100 responden menggunakan aplikasi Smart PLSversi 4.0. dengan melakukan pengujian outer model, inner model, uji hipotesis dan uji mediasi.Berdasarkan hasil penelitian, harga (X1) dan kualitas produk (X2) berpengaruh positif dansignifikan terhadap loyalitas pelanggan (Y). Harga (X1) dan kualitas produk (X2) berpengaruhpositif dan signifikan terhadap kepuasan pelanggan (Z). Kepuasan pelanggan (Z) berpengaruhnegatif dan tidak signifikan terhadap Loyalitas pelanggan (Y). Dalam uji mediasi variabel harga(X1) terhadap loyalitas pelanggan (Y) dimediasi kepuasan pelanggan (Z) dinyatakan nonmediation. Sedangkan variabel kualitas produk (X2) terhadap loyalitas pelanggan (Y) dimediasikepuasan pelanggan (Z) dinyatakan non mediation. Analisis koefesien determinasi menunjukkanbahwa variabel harga dan kualitas produk memberi kontribusi terhadap loyalitas pelanggansebesar 71,2% dan pada variabel harga dan kualitas produk memberi kontribusi kepada kepuasanpelanggan sebesar 68,3%.Kata Kunci: Harga, Kualitas Produk, Kepuasan Pelanggan, Loyalitas Pelanggan.ABSTRACTThe purpose of this study is to analyze the effect of price and product quality on customer loyaltythrough customer satisfaction. This research uses quantitative research and this type of research is non-probability sampling with a sampling technique that is purposive sampling with a total of 100 respondentsusing the Smart PLS application version 4.0. by testing the outer model, inner model, hypothesis testing andmediation testing.Based on the research results, price (X1) and product quality (X2) have a positive and significanteffect on customer loyalty (Y). Price (X1) and product quality (X2) have a positive and significant effect oncustomer satisfaction (Z). Customer satisfaction (Z) has a negative and insignificant effect on customer loyalty(Y). In the mediation test the price variable (X1) on customer loyalty (Y) is mediated by customer satisfaction(Z) which is declared non-mediation. Meanwhile, the product quality variable (X2) on customer loyalty (Y) ismediated by customer satisfaction (Z) which is declared non-mediation. Analysis of the coefficient ofdetermination shows that the price and product quality variables contribute to customer loyalty by 71.2% andthe price and product quality variables contribute to customer satisfaction by 68.3%.Keywords: Price, Product Quality, Customer Satisfaction, Customer Loyalty