PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN (SURVAI PADA COFFEE SHOP FIHI PEKANBARU)
DOI:
https://doi.org/10.31328/ciastech.v0i0.3289Keywords:
Kualitas produk, kepuasan pelanggan dan Loyalitas PelangganAbstract
Problem penelitian ini adalah penurunan aktivitas selama covid 19, selain itu terjadinya kontradiksi hasil penelitian terdahulu, tujuan penelitian untuk menganalisis pengaruh kulalitas produk secara langsung terhadap loyalitas pelanggan dan pengaruh kualitas produk terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan, metoda yang digunakan adalah kuantitatif, sampel 95 pelanggan.  Hasil penelitian menunjukkan kualitas produk tidak berpengaruh secara langsung terhadap loyalitas, kualitas produk berpengaruh terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. kualitas produk berpengaruh terhadap loyalitas dimedisi oleh kepuasan pelanggan.  Kebaruan penelitian ini mengembangkan model dengan menambahkan kepuasan pelanggan dalam pengaruh kualitas produk terhadap loyalitas pelaggan pada Coffee Fihi di Pekan Baru.References
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