KEPUASAN PELANGGAN MEMEDIASI KUALITAS PRODUK DAN KEWAJARAN HARGA TERHADAP LOYALITAS MEREK MCDONALDS DI KOTA DENPASAR
ABSTRACT: McDonalds has the
highest level of sales among its competitors in Denpasar. This study is
intended to look at the role of customer satisfaction mediates the effect of
product quality and reasonableness of the price on brand loyalty McDonalds fast
food restaurant in the city of Denpasar. Through purposive sampling method
specified sample size of 100 respondents. Collecting data using questionnaires.
SEM analysis techniques and Sobel test used in this study. These results
demonstrate the quality of the product has a positive and significant impact on
customer satisfaction and brand loyalty, price reasonableness influence on
customer satisfaction and brand loyalty has a positive and significant
influence, and there is positive and significant correlation between customer
satisfaction on brand loyalty. Customer satisfaction does not directly
influence and unable to mediate the effect of product quality and fairness of
the price on brand loyalty. Loyal customer attitudes toward a brand is
indicated by how much intensity caused repeated purchases on consumer
satisfaction.
KEYWORDS: brand loyalty;
product quality; customer satisfaction; price reasonableness
Penulis: I Putu Surya Ananta
Wijaya, I Nyoman Nurcaya
Kode Jurnal: jpmanajemendd170083
