Product quality and price perception on customer loyalty mediated by customer satisfaction
Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2022, 14(02), 628–636
Article DOI: 10.30574/wjarr.2022.14.2.0486
Publication history:
Received on 24 April 2022; revised on 27 May 2022; accepted on 29 May 2022
Abstract:
This study aims to examine the effect of product quality and price perception on customer loyalty mediated by customer satisfaction. A sample of 96 respondents processed data using the Smart PLS 3 program. The results showed that: product quality had a direct and positive significant effect on customer loyalty and customer satisfaction. While price perception has no significant effect on customer loyalty, but price perception has a direct and negative significant effect on customer satisfaction, customer satisfaction has a direct and positive significant effect on customer loyalty, customer satisfaction can mediate the relationship between product quality and customer loyalty positively. Customer satisfaction can mediate the relationship between price perception and customer loyalty negatively. This research enriches information/theory regarding the relationship between product, price perception, customer satisfaction and customer loyalty and offers a new approach to the relationship between variables.
Keywords:
Customer Loyalty; Customer Satisfaction; Price Perception; Product Quality
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Copyright © 2022 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0