THE EFFECT OF PRICE PERCEPTION, PRODUCT QUALITY, QUALITY ON CUSTOMER SATISFACTION MEDIATED BY CUSTOMER LOYALTY AT COFFESHOP DELAPAN METER MOJOKERTO

Abstract

The results of the study indicate that based on the results of the t-test, the price perception variable has a positive and significant effect on customer satisfaction. The two product quality variables have a positive and significant effect on customer satisfaction. The three service quality variables have a positive and significant effect on purchase satisfaction.

The four price perception variables have a positive and significant effect on customer loyalty. The five product quality variables have a positive and significant effect on customer loyalty. The six service quality variables have a positive and significant effect on customer loyalty. The indirect effect also shows that loyalty as a mediating variable is able to mediate the effect of price perception on customer satisfaction positively and significantly with a t statistic value> 1.97 and a p value <0.05. In addition, customer loyalty as a mediating variable is able to mediate the effect of product quality on customer satisfaction positively and significantly on customer satisfaction positively and significantly with a statistical value> 1.97 and a p value of 0.026 <0.05. And customer loyalty loyalty as a mediating variable is able to mediate the effect of service quality on customer satisfaction positively and significantly on customer satisfaction positively and significantly with a statistical value> 1.97 and a p value of <0.05.