ANALISIS PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA PRODUK KECAP KENTJANA DI KABUPATEN KEBUMEN

Abstract

The high population makes business people, especially in the food, interested in marketing their products. One of the food additive processing industries in Kebumen Regency is the Kentjana soy sauce industry. The number of soy sauce brands that have a national scale makes market competition increasingly fierce. To face the market competition, a good quality product is needed. The purpose of this study was to determine the effect of product quality on consumer loyalty through customer satisfaction as an intervening variable on Kentjana Soy Souce products in Kebumen Regency. The method used in this research is quantitative descriptive method. data collection is done by spreading google forms on several social media platforms. Analysis of the data used is by using path analysis. The results show that product quality has a positive effect on consumer satisfaction, product quality has a positive effect on consumer loyalty directly, and product quality has a positive effect on consumer loyalty indirectly through consumer satisfaction as an intervening variable. This shows that Kentjana soy sauce consumers have loyalty because the product quality is good and satisfied after consuming Kentjana soy sauce products.

Keyword: costumer loyalty, costumer satisfaction, kentjana soy sauce, product quality