PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Pada Ibu Rumah Tangga Pengguna Produk Downy di RW XXII Perum Puri Dinar Elok Meteseh Semarang)

Abstract

The company was founded aimed at controlling the market share of the
products produced. In order to achieve a large market share, companies must be
able to increase sales volume. Downy is one of the perfume and softener products
manufactured by the P & G Company (Procer & Gamble) trying to master the
market for all perfume and softener products. Downy is a mainstay of clothes and
softener products, where competition is getting tighter. Price, brand image, product
quality and customer satisfaction are important factors that can influence customer
loyalty. This study aims to determine the effect of price, brand image and product
quality on customer loyalty. This study continued with the analysis of the influence
of the three independent variables on customer loyalty with customer satisfaction
as an intervening variable.
This research is a quantitative study with 108 respondents as users of
Downy products in Perum Puri Dinar Elok Meteseh Semarang. Data collection is
done by questionnaire, interview, and observation methods. Data processing using
analysis of coefficient of determination and intervening regression.
The results of this research are: (1) There is a positive and significant price
effect on customer satisfaction, (2) There is a positive and significant influence on
brand image on customer satisfaction, (3) There is a positive and significant
influence on product quality on customer satisfaction, (4 ) There is a positive and
significant influence on price, brand image and product quality and collectively on
customer satisfaction, (5) There is a positive and significant price effect on
customer loyalty Downy Products, (6) There is a positive and significant influence
on brand image on customer loyalty Downy Products, (7) There is a positive and
significant influence on product quality on customer loyalty Downy Products, (8)
There is a positive and significant influence on customer satisfaction on customer
loyalty Downy Products, (9) There is a positive and significant influence on price,
brand image, product quality and customer satisfaction together with customer
loyalty bro, Downy Product. The advice given to the company to increase Downy's
sales is to make a better strategy in the area of price, brand image and product
quality. For researchers interested in raising custamer loyalty, it is advisable to
add other factors such as purchasing decisions.
Keywords: Price, Brand Image, Product Quality, Satisfaction, Customer Loyalty