The Role of Customer Satisfaction in Mediates the Influence of Product Quality on Consumer Loyalty

Abstract

Building material production firms in Indonesia have a unique opportunity as a result of the increase in national growth, especially in Denpasar City.  Customers are more picky about what they buy because there are so many different cement brands available.  Companies must cultivate loyalty among their current clientele in addition to focusing on attracting new ones if they want to stay competitive.  This study's goal is to use customer happiness as a mediating variable to explain how product quality affects customer loyalty.  Respondents who have made purchases from PT Semen Indonesia in Denpasar City were the subjects of the study.  Purposive sampling was used to choose the 110 respondents that made up the research sample. and distributed using Google Forms based on specific criteria. This study was measured using 11 indicators, and the analysis tool used was SSPS (Statistical Product and Service Solutions). The research findings indicate that Every theory was approved.  Customer loyalty and happiness are positively and significantly impacted by product quality.  Additionally, customer satisfaction has a favorable and noteworthy impact. as a mediator of product quality on consumer loyalty. The implementation of this study suggests that in creating customer loyalty, the management of PT Semen Indonesia is expected to optimize the quality of their products and customer satisfaction