The Effect of Price, Product Quality on Loyalty Through Customer Satisfaction

This study aims to determine whether there is a direct and indirect effect of price and product quality on loyalty and whether there is an effect of satisfaction as an intervening variable. The population is shredded product customers at UD. Dian Bahari Situbodo. The sample is 40 respondents. Purposive sampling technique and path analysis as the data analysis method used. The test consists of validity, reliability, normality, multicollinearity, heteroscedasticity, Sobel test, coefficient of determination test, and t test. The results of this study indicate that price has an effect on satisfaction but does not affect customer loyalty. Meanwhile, product quality has no effect on satisfaction but does affect loyalty. Because customer loyalty has an influence on customer satisfaction. Price affects customer loyalty through customer satisfaction. While product quality has no effect on customer loyalty through customer satisfaction.