The Role of Satisfaction in Mediation the Influence of Product Quality on Customer Loyalty of Face-Makeup Products

Abstract

The purpose of this study was to analyze the effect of product quality on customer loyalty and customer satisfaction. This research was conducted in Denpasar City with the number of samples used as many as 100 respondents using non-probability sampling method. Data was collected through the distribution of questionnaires. The analytical technique used is path analysis. Based on the results of data analysis shows that product quality has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction is a mediating variable of the effect of product quality on customer loyalty.