Pengaruh Kualitas Produk, Harga Produk, Desain Produk Liquid Kaze terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening

Abstract

This study aims to analyze the effect of product quality, price, product design through intervening variables, namely consumer satisfaction which has an impact on consumer loyalty to purchase Kaze liquid products. This study uses quantitative research using SPSs as a data processing tool. The research technique used survey research with data collection methods of distributing questionnaires online. With Puposive Sampling The number of respondents taken was 220 people. Based on the results of this study, the data analysis technique used is path analysis, multiple linear regression test, and T test. The T test results show that the product quality is 4.605, the product price is 3,910 and the product design is 3,341 has an effect on customer satisfaction. After that, the T test also shows that customer satisfaction has an effect on customer loyalty by 3,061, price of 3,733 and product design of 5,041 have an effect on consumer loyalty except product quality of 0.380. Based on the path analysis, customer satisfaction as an intervening variabel towards consumer loyalty. The findings of this study are expected to contribute and can be implemented in the liquid vapor kaze business in the future.