PENGARUH HARGA DAN LOKASI TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN TOKO RESTU PASURUAN

This research was conducted to determine and analyze the influence of price and location on customer loyalty with customer satisfaction as an intervening variable at Toko Restu in Pasuruan. This type of research utilizes an explanatory research method with a quantitative approach. The data collection technique employed was a questionnaire. The research population consisted of Toko Restu customers with a total of 100 respondents. The data analysis methods applied were scale range analysis and path analysis using the SPSS software. The research findings indicate that price and location have a significant positive influence on customer loyalty, as well as a significant positive influence on customer satisfaction. Additionally, customer satisfaction also has a significant positive influence on customer loyalty. Furthermore, price has a significant positive influence on customer loyalty through customer satisfaction, as does location.