PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN (Studi pada Pelanggan Alicia Skin Care Purwodadi)
Abstract
The purpose of this study was to analyze the influence of the quality of service, product and price perception of the satisfaction and impact on customer loyalty Alicia Skin Care Purwodadi.The population in this study is the customer in Alicia Skin Care Purwodadi that uses member Alicia Skin Care. The sample in this study as many as 100 people. The sampling technique used purposive sampling. The criteria for the sample in this study is the customer must be at least 17 years of age and a minimum treatment 5 times in the last 3 months. The analysis tool used is multiple linear regression.The results of the analysis can be concluded that: Quality of service positively affects customer satisfaction. Product quality positively affects customer satisfaction. Perception prices positively affects customer satisfaction. Quality of service is a positive effect on customer loyalty. Product quality positively affects customer loyalty. Perception prices positive effect on customer loyalty. Customer satisfaction has positive effect on customer loyalty. Customer satisfaction does not mediate the effect of service quality on customer loyalty. Customer satisfaction does not mediate the effect of product quality to customer loyalty. Customer satisfaction does not mediate the effect of price perception on customer loyalty.
Keywords: quality of service, product quality, perceived price, customer satisfaction and loyalty
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