PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

This research aims to determine respondents' responses regarding product quality, customer satisfaction and customer loyalty, determine the influence of product quality on customer loyalty, determine the influence of product quality on customer satisfaction, determine the influence of customer satisfaction on customer loyalty, determine the mediating role of customer satisfaction on the influence of product quality on customer loyalty. The population in this research is UD consumers. Suka Tani, because it is not known for certain, the researchers used purposive sampling with a total of 150 respondents. This research used partial least squares with the SEM-PLS 4 application. The questionnaire was distributed using Google Form for 2 weeks. The results of this research show that product quality has a significant positive effect on customer loyalty, product quality has a significant positive effect on customer satisfaction, customer satisfaction has a significant positive effect on customer loyalty and customer satisfaction can mediate the effect of product quality on customer loyalty.