PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA PRODUK GLAD 2 GLOW DI E-COMMERCE SHOPEE

This study aims to analyze the effect of product quality and price on customer loyalty with customer satisfaction as a mediating variable on Glad 2 Glow skincare products in Shopee e-commerce. The research method used is quantitative with purposive sampling technique on 144 respondents. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling (SEM) method. The results showed that product quality has a positive and significant effect on customer satisfaction and loyalty. In contrast, price has no significant effect on customer satisfaction or loyalty. Customer satisfaction has a positive influence on customer loyalty and mediates the effect of product quality on customer loyalty. However, satisfaction cannot mediate the effect of price on customer loyalty. This shows that in the skincare industry, product quality plays a greater role in building loyalty than price factors.