EFEK MODERASI KEPUASAN PELANGGAN PADA PENGARUH KUALITAS PRODUK TERHADAP LOYALIYAS PELANGGAN (STUDI PADA PELANGGAN SABUN LIFEBUOY DI KOTA MALANG)

MODERATING EFFECT OF CUSTOMER SATISFACTION ON THE EFFECT OF PRODUCT QUALITY ON CUSTOMER LOYALTY
(STUDY ON LIFEBUOY SOAP CUSTOMERS IN MALANG)

Erine Novia Santi1, Marsudi 2, Sri Nastiti Andharini3
Program Studi Manajemen
Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang, Indonesia
Corresponding E-mail: [email protected]

Abstract
This research aims to determine the moderating effect of customer satisfaction on the influence of product quality on customer loyalty. This research was conducted on customers using Lifebuoy Soap in Malang City with a total of 140 respondents. This type of research uses quantitative methods. The sampling technique in this research uses nonprobability sampling with a purposive sampling method by taking samples deliberately according to the specified sample criteria. Research data collection uses a questionnaire. The data analysis technique used in this research is using a range of scales and Partial Least Square (PLS). The research results show that customer satisfaction has an effect on customer loyalty, product quality has a significant positive effect on customer loyalty, customer loyalty is able to moderate customer satisfaction and customer loyalty, and product quality is able to moderate customer loyalty.