Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus Pada Pengguna Produk Kosmetik Make Over di Kelurahan Pulogadung)

Abstract

ABSTRAK
Tujuan penelitian ini yaitu untuk menganalisis pengaruh harga dan kualitas produk
terhadap loyalitas pelanggan melalui kepuasan pelanggan. Penelitian menggunakan penelitian
kuantitatif dan jenis penelitian ini adalah non probability sampling dengan teknik pengambilan
sampel yaitu purposive sampling dengan jumlah 100 responden menggunakan aplikasi Smart PLS
versi 4.0. dengan melakukan pengujian outer model, inner model, uji hipotesis dan uji mediasi.
Berdasarkan hasil penelitian, harga (X1) dan kualitas produk (X2) berpengaruh positif dan
signifikan terhadap loyalitas pelanggan (Y). Harga (X1) dan kualitas produk (X2) berpengaruh
positif dan signifikan terhadap kepuasan pelanggan (Z). Kepuasan pelanggan (Z) berpengaruh
negatif dan tidak signifikan terhadap Loyalitas pelanggan (Y). Dalam uji mediasi variabel harga
(X1) terhadap loyalitas pelanggan (Y) dimediasi kepuasan pelanggan (Z) dinyatakan non
mediation. Sedangkan variabel kualitas produk (X2) terhadap loyalitas pelanggan (Y) dimediasi
kepuasan pelanggan (Z) dinyatakan non mediation. Analisis koefesien determinasi menunjukkan
bahwa variabel harga dan kualitas produk memberi kontribusi terhadap loyalitas pelanggan
sebesar 71,2% dan pada variabel harga dan kualitas produk memberi kontribusi kepada kepuasan
pelanggan sebesar 68,3%.
Kata Kunci: Harga, Kualitas Produk, Kepuasan Pelanggan, Loyalitas Pelanggan.
ABSTRACT
The purpose of this study is to analyze the effect of price and product quality on customer loyalty
through customer satisfaction. This research uses quantitative research and this type of research is non-
probability sampling with a sampling technique that is purposive sampling with a total of 100 respondents
using the Smart PLS application version 4.0. by testing the outer model, inner model, hypothesis testing and
mediation testing.
Based on the research results, price (X1) and product quality (X2) have a positive and significant
effect on customer loyalty (Y). Price (X1) and product quality (X2) have a positive and significant effect on
customer satisfaction (Z). Customer satisfaction (Z) has a negative and insignificant effect on customer loyalty
(Y). In the mediation test the price variable (X1) on customer loyalty (Y) is mediated by customer satisfaction
(Z) which is declared non-mediation. Meanwhile, the product quality variable (X2) on customer loyalty (Y) is
mediated by customer satisfaction (Z) which is declared non-mediation. Analysis of the coefficient of
determination shows that the price and product quality variables contribute to customer loyalty by 71.2% and
the price and product quality variables contribute to customer satisfaction by 68.3%.
Keywords: Price, Product Quality, Customer Satisfaction, Customer Loyalty