PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Produk Aragon 36 EC)

The purpose of this study is to examine how price and product quality influence customer loyalty towards Aragon 36 EC products at CV Sakasaki Indonesia, using customer satisfaction as a mediating variable. With 108 respondents, this study employed a quantitative methodology, and PLS-SEM analysis was conducted using SmartPLS 4.0 software. The results show that, unlike product quality, price has a significant impact on customer satisfaction. Although it does not act as a mediating variable in the influence of product quality, customer satisfaction has a positive impact on loyalty and acts as a mediating variable in the influence of price on customer loyalty. These results emphasise the importance of price perception and satisfaction in building customer loyalty.