The Effect of Product Quality, Price Perception and Promotion on Customer Satisfaction and its Impact on Customer Loyalty of PT Makmur Jaya Agro Pesticides

Abstract

A B S T R A C TThis study aims to determine the direct effect of Product Quality, Price Perceptionand Promotion on Consumer Satisfaction of PT Makmur Jaya Agro's pesticides,as well as to determine the indirect effect of these variables on Customer Loyaltythrough Customer Satisfaction. As many as 160 respondents of PT Makmur JayaAgro's pesticide consumers who came from the Subang Regency area were theobjects of this study. The research model used the Structural Equation Model(SEM) with the help of analysis tools SPSS Version 26 and Lisrel Version 8.30.The results showed that Product Quality, Price Perception and Promotion had apositive and significant effect on Customer Satisfaction. Customer Satisfaction isan intervening variable dependent on customer loyalty where Product Quality,Price Perception and Promotion have a positive and significant effect on CustomerLoyalty through Customer Satisfaction. This research can be useful forcompanies to identify, plan and manage steps and policies to increase CustomerSatisfaction and Customer Loyalty..