PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DI MEDIASI OLEH KEPUASAN PELANGGAN (STUDI KASUS DI TOKO ONLINE PERSEWAAN ALAT-ALAT GRILL)

This research aims to examine the influence of product quality and price perception on customer loyalty which is mediated by customer satisfaction in an online grill equipment rental shop. A sample of 70 respondents had their data processed using the Smart PLS 4 program. The research
results show that: product quality has a direct and significantly positive ef ect on customer loyalty. Price perception also has a direct and significantly positive ef ect on customer loyalty, price perception has a direct and significantly positive ef ect on customer satisfaction. Meanwhile, product quality has no significant ef ect on customer satisfaction, customer satisfaction has a direct
and significant positive ef ect on customer loyalty, customer satisfaction can positively mediate the relationship between product quality and customer loyalty. Customer satisfaction does not mediate significantly between product quality and customer loyalty. This research enriches
information/theory regarding the relationship between products, price perceptions, customer satisfaction and customer loyalty and of ers a new approach to the relationship between variables.