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Dampak Kualitas Produk, Citra Merek, Dan Harga Terhadap Loyalitas Konsumen Melalui Kepuasan

Year: 2025

Type: article

Abstract: This study examines the effect of product quality, brand image, and price on consumer loyalty through satisfaction in students using Acer laptops at Dian Nuswantoro University. Data were collected from 115 respondents and analyzed using PLS-SEM through SmartPLS 4.0 software. The results show that product quality and brand image have a positive and significant effect on satisfaction, while price does not have a significant effect on satisfaction. On the other hand, only brand image and consumer satisfaction are proven to have a significant effect on consumer loyalty, while product quality and price do not show a significant direct effect on loyalty. However, product quality is proven to have an indirect effect on consumer loyalty through consumer satisfaction as a mediating variable. These findings emphasize the importance of improving quality and brand image to build loyalty.

Source: Dinamika

DOI: 10.51903/e88yg670

Authors: Muhammad Rudianto, Ida Farida, Ariati Anomsari, Nanda Adhi Purusa

Institution: Universitas Dian Nuswantoro

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410923488

FWCI:

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