PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (Studi Pada Pelanggan Kosmetik Make Over Malang)

This research aims to describe product quality, customer loyalty and
customer satisfaction, product quality influences customer loyalty, product quality
influences customer satisfaction, customer satisfaction influences customer loyalty
and product quality influences loyalty through satisfaction as mediation. The
population used in this research was Make Over Malang cosmetics customers
with a sample size of 140 respondents. The analytical method used in this
research is path analysis. Based on the results of the research and discussions
that have been carried out, it can be concluded that customer loyalty is included
in the loyal criteria, product quality is included in the very good criteria and
customer satisfaction is included in the satisfied criteria. Product quality has a
positive and significant effect on customer loyalty, product quality has a positive
and significant effect on customer satisfaction, customer satisfaction has a
positive and significant effect on customer loyalty and customer satisfaction is
proven to be a mediating variable in the relationship between product quality and
customer loyalty.