Pengaruh Kualitas Produk terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Mediasi pada Keripik Singkong di PT Kreasi Lutvi

Abstract

Product quality is the core of a marketing activity that can influence consumers on a product. Every company must improve the quality of its products in order to meet consumer needs by creating customer satisfaction which also leads to the creation of customer loyalty. The purpose of this study was to determine the effect of product quality on consumer loyalty with consumer satisfaction as mediation at PT Keripik Singkong Kreasi Lutvi. In this study the authors used a quantitative method. The population of this study were consumers of cassava chips who bought cassava chips through the central store at PT Kreasi Lutvi. Sampling in this study using non-probability sampling technique using accidental techniques with a total sample of 100 respondents. Data obtained by distributing questionnaires to selected respondents. The analytical method in this study uses PLS (Partial Least Square) analysis. The research results show that (1) the product quality variable has a positive and significant effect on consumer satisfaction. (2) the product quality variable has a positive and significant effect on consumer loyalty. (3) the variable consumer satisfaction has a positive and significant effect on consumer loyalty. (4) product quality variable which is mediated by consumer satisfaction has a positive and significant effect on consumer loyalty. The variable of consumer satisfaction can be a good intervening (mediation) variable in increasing the effect of product quality on consumer loyalty..