PENGARUH HARGA, KUALITAS PRODUK, DAN DIGITAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN DI PASAR BUNGA SEKARMULYO

The development of ornamental plants is currently quite increasing, from year to year the trend of ornamental plant variations is growing rapidly. The more choices there are, the more consumers will be interested in seeing and making purchases. Consumers will buy products and will also make repeat purchases when consumers feel satisfied with previous purchases. The purpose of this study was to determine the effect of price, product quality, digital marketing on customer loyalty through customer satisfaction mediation. The respondents used were 100 respondents by filling in the answers to the questionnaire. This study uses a non-probability sampling technique and the type of sampling is purposive sampling. This study also uses the PLS (Partial Least Square) 4.0 analysis technique. The results of this study are that the effect of price, product quality, and digital marketing on loyalty does not have a significant effect. Price, digital marketing, and customer loyalty on consumer satisfaction have a significant effect, while product quality does not have a significant effect on consumer satisfaction. The effect of price, and digital marketing on loyalty through consumer satisfaction has a significant effect, and the effect of product quality on loyalty through consumer satisfaction does not have a significant effect