PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi pada Pelanggan Danuku Mart Bedugul)

This research aims to analyze and determine the effect of price and product quality on customer loyalty through customer satisfaction at Danuku Mart Bedugul customers. The population in this research are Danuku Mart customers who have consumed and have made purchases more than 2 times in the last 3 months. This research uses a quantitative approach and data analysis is carried out using smartPLS 4. The research results show that price has a positive and significant effect on customer loyalty, product quality has a positive and significant effect on customer loyalty, price has a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on customer satisfaction, product customer satisfaction has a positive and significant effect on customer loyalty, price has a negative and significant effect on customer loyalty through customer satisfaction, product quality has a positive and significant effect on customer loyalty through customer satisfaction.