The Effect of Product Quality and Price Policy On Consumer Loyalty Through the Variables of Customer Satisfaction Ulamm Pt. Permodalan Nasional Madani (Persero) Bekasi Branch

Abstract

This study aims to determine the effect of product quality on consumer loyalty, the effect of price policy on consumer loyalty, the influence of consumer satisfaction on consumer loyalty, the influence of product quality on customer satisfaction, the influence of price policy on consumer satisfaction, the influence of product quality on consumer loyalty through the variable customer satisfaction, and knowing the effect of price policy on consumer loyalty through customer satisfaction variables. This research was conducted at Pt. Permodalan Nasional Madani (Persero) Bekasi branch involving 98 consumers of the company. Data analysis used path analysis with partial least square (PLS) model with t-test. Based on data analysis, it is found that product quality has a significant effect on consumer loyalty. The analysis in this path is the effect of product quality on consumer loyalty. Price policy has a significant effect on consumer loyalty. Satisfaction has a significant effect on consumer loyalty. The analysis in this path is the effect of customer satisfaction on customer loyalty. Product quality has a significant effect on satisfaction. The analysis in this pathway is the effect of product quality on customer satisfaction. Price policy has a significant effect on satisfaction. Analysis in this pathway is the effect of price policy on customer satisfaction. The consumer satisfaction variable is not a moderating variable. The analysis on this path is the effect of product quality on consumer loyalty through customer satisfaction. The consumer satisfaction variable is not a moderating variable. The analysis in this path is the effect of price policy on consumer loyalty through customer satisfaction.