The Effect Of Price And Product Quality On Customer Loyalty With Customer Satisfaction As An Intervening Variable In The Coffee Shop

Abstract

This study aims to examine the effect of price and product quality on customer loyalty, and to find out whether customer satisfaction is an Intervening variable to strengthen the effect of price and product quality on customer loyalty at the Coffee Shop. This research was conducted in the DKI Jakarta area. For four months starting from February 2021 to June 2021. The research method used is a survey method with the population used is people in the DKI Jakarta area with an age range of 17-40 years and over. The sampling technique used was purposive sampling as many as 200 respondents. While this analysis technique uses path analysis. The results of this study indicate that: There is a positive and significant effect between price on customer satisfaction. Positive and significant influence between product quality on customer satisfaction. Positive and significant influence between price on customer loyalty. Positive and significant influence between product quality on customer loyalty. Positive and significant influence between customer satisfaction on customer loyalty. And the role of customer satisfaction mediates the effect of price and product quality on customer loyalty