ANALYSIS OF PRODUCT QUALITY, PRICE, PROMOTION, AND LOCATION ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT MSEMs MILLENNIAL SNACKS KEDUNGPRING DISTRICT STRUCTURAL EQUATION MODELING (SEM) - PARTIAL LEAST SQUARE (PLS) METHOD

Abstract

This study used the Structural Equation Modeling (SEM) method - Partial Least Square (PLS), and location on customer loyalty mediated by customer satisfaction at MSEMs Millenial Snacks Kedungpring District. The population in this study were customers of the MSEMs Kedungpring District Millennial Snacks, which used a quantitative approach with a sample taken using the slovin technique, resulting in 151 respondents. Data was collected through a questionnaire with a Likert scale, with SEM analysis using the Smart PLS Version 3.0 application, by testing the outer model, inner model, mediation test, and hypothesis testing. The results showed that product quality (X1) on customer loyalty (Y) had a positive but insignificant effect, price (X2) on customer loyalty (Y) had a negative and insignificant effect, promotion (X3) on customer loyalty (Y) had a positive and significant effect, location (X4) on customer loyalty (Y) had a positive and significant effect, product quality (X1) on customer satisfaction (Z) has a positive and significant effect, price (X2) on customer satisfaction (Z) has a positive and significant effect, promotion (X3) on customer satisfaction (Z) has a negative and insignificant effect, location (X4) on customer satisfaction (Z) has a positive and significant effect, customer satisfaction (Z) on customer loyalty (Y) has a positive and significant effect.