PENGARUH KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUASAN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN HANDPHONE IPHONE DI SEMARANG

Abstract

The purpose of this study was to examine and analyze the effect of product quality and lifestyle on consumer loyalty with satisfaction as intervening. The population in this study was an unknown number of iPhone branded iPhone users. The sample in this study were 100 consumers. The sampling technique uses purposive sampling. The type of data and data collection techniques used are primary. The analysis technique used is descriptive analysis and path analysis. The results of the study show that: (1). Product quality has a positive effect on customer satisfaction. (2). Lifestyle has a positive effect on consumer satisfaction. (3). Consumer satisfaction has a positive effect on consumer loyalty. (4). Product quality has a positive effect on consumer loyalty. (5). Lifestyle has a positive effect on consumer loyalty.