ANALISIS LOYALITAS PELANGGAN TERKAIT KUALITAS, HARGA DAN DESAIN PRODUK SERTA KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING : Studi Pada Pengguna Kosmetik Brand Wardah)

Andi Ema Damayanti, . (2021) ANALISIS LOYALITAS PELANGGAN TERKAIT KUALITAS, HARGA DAN DESAIN PRODUK SERTA KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING : Studi Pada Pengguna Kosmetik Brand Wardah). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is driven by efforts aimed at consumer needs with the hope that consumers are satisfied and will make repeat purchases. This research aims to determine the influence of quality, price and product design directly or indirectly on customer loyalty through customer satisfaction as an intervening variable in purchasing cosmetics Wardah Research This study uses 100 Wardah consumers as a sample. Sample selection using purposive sampling technique. Hypothesis testing using path analysis and bootstrap calculations as well as direct and indirect testing using structural modeling (SEM). The test results show that customer loyalty is not directly affected by product quality and price. While the design variables and customer satisfaction have a significant direct influence on customer loyalty. Then there is an indirect effect between quality, price and product design on customer loyalty through customer satisfaction.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1710111174] [Pembimbing 1: Alfatih Sikki Manggabarani] [Pembimbing 2: Pusporini] [Ketua Penguji : Nobelson] [Penguji 1: Rosali] [Penguji 2: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Product Quality, Price, Product Design, Customer Satisfaction, Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Andi Ema Damayanti
Date Deposited: 23 May 2022 09:26
Last Modified: 23 May 2022 09:26
URI: http://repository.upnvj.ac.id/id/eprint/13107

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