PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Kasus pada Pelanggan Facial Wash Pond’s)

This study aims to describe and analyze the effect of product quality on loyalty with customer satisfaction as a moderating variable (case study on Pond's facial wash customers). This study uses a quantitative approach with a sample of 230 respondents selected using accidental sampling and data collection using questionnaires. Data analysis in this study used Structural Equation Modeling (SEM) with SmartPLS software. The results showed that product quality had a positive and significant effect on customer loyalty. Customer satisfaction was also proven to have a positive and significant effect on customer loyalty, and product quality had a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction was proven to mediate the relationship between product quality and customer loyalty. This study can be useful in the development of marketing studies, particularly regarding the role of product quality and customer satisfaction in shaping loyalty, as well as for companies in formulating strategies to improve product quality to maintain customer loyalty amid increasingly competitive personal care industry competition.