Analisis Harga, Kepuasan Konsumen, dan Loyalitas Konsumen Produk Fashion

Abstract

The purpose of this study was to investigate the relationship between price, customer satisfaction, and customer loyalty. The respondents were 200 consumer who have never purchased product fashion in a well-known shopping department store in Solo, taken using purposive sampling method.  Generalized Structured Component Analysis (GSCA) was used to test the hypotheses. The result of this study concluded that: price is significantly has positive effect on customer satisfaction; customer satisfaction has positive effect on customer loyalty, and price has positive effect on customer loyalty.  In addition, the Sobel Test in the study found that customer satisfaction variables are as partial mediator.

Keywords: Price, customer satisfaction, customer loyalty