KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PENGARUH TERHADAP LOYALITAS MINUMAN KEKINIAN DI JAKARTA

Abstract

One of the current drinks that is currently popular is the HAUS! This research aims to determine the influence of brand image, price, and distribution on customer loyalty directly and indirectly through customer satisfaction as an intervening variable for HAUS! in Jakarta. The number of samples in this research was 100 respondents using nonprobability purposive sampling techniques. Data was collected through distributing questionnaires. The analysis method used is (Structural Equation Modeling-Partial Equation Modeling) SEM-PLS using SmartPLS 3.0 software. The research results show that price and distribution influence customer satisfaction with HAUS! Brand Image has no effect on Customer Satisfaction with HAUS! Price and distribution do not have a direct effect on loyalty. Brand image has a direct effect on loyalty. Satisfaction does not mediate brand image on customer loyalty. HAUS! Products and satisfaction mediate price and distribution on HAUS! Product customer loyalty. Customer satisfaction influences HAUS!.