PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi pada Jodough ex Donat93, Malang)

This research was conducted to determine and analyze the influence of products quality and
price on customer loyalty with customer satisfaction as a mediating variable. This research
uses quantitative methods. The data collection technique in this research use a questionnaire.
A sample of 100 was carried out using purposive sampling. Moderated regression analysis
technique. The results show that product quality influences customer satisfaction. Price
influences customer satisfaction. The results of research conducted by researchers show that
consumers satisfaction has a positive effect on customer loyalty. Products quality influences
customer loyalty. The results of research conducted by researchers show that price influences
customer loyalty. The research results found that consumers satisfaction can mediate the
relationship between the influence of products quality on customer loyalty. Consumers
satisfaction can mediate the relationships between price variables and customer loyalty.