ANALISA CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN PRODUK KOSMETIK WARDAH DI JAKARTA)

Bimayu Rati, . (2026) ANALISA CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN PRODUK KOSMETIK WARDAH DI JAKARTA). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the influence of Perceived Quality and Price Perception on Customer Loyalty with Customer Satisfaction as a mediator for Wardah lip products in Jakarta. The decline in the Top Brand Index for five consecutive years is the main background. This quantitative research involved 150 Wardah customers in Jakarta selected through non-probability sampling. Data were analyzed using PLS-SEM. The results show that Perceived Quality has a positive and significant effect on Customer Loyalty, both directly and through Customer Satisfaction. Conversely, Price Perception does not significantly affect Customer Loyalty directly, but it does have a significant indirect effect through Customer Satisfaction. Customer Satisfaction is proven to be the dominant factor influencing Customer Loyalty. These findings confirm that customer satisfaction is a crucial bridge between quality and price perceptions and loyalty. Therefore, Wardah is advised to prioritize enhancing satisfaction and maintaining consistent product quality to strengthen loyalty in the competitive cosmetics industry.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2410121018] [Pembimbing 1: Prasetyo Hadi] [Pembimbing 2: Alfatih Sikki Manggabarani] [Ketua Penguji: Guntur Syahputra Saragih] [Penguji 1: Maria Assumpta Wikantari]
Uncontrolled Keywords: Perceived Quality, Price Perception, Customer Satisfaction, Customer Loyalty, Wardah
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: BIMAYU RATI
Date Deposited: 27 Aug 2026 06:42
Last Modified: 27 Aug 2026 06:42
URI: http://repository.upnvj.ac.id/id/eprint/53165

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