Effect of Service Quality, Product Quality and Price on Consumer Satisfaction and its impact on Customer Loyalty at Bekasi branch Superindo Supermarket
Imelda Aprileny (a), Nelli Novyarni (b).
a) Economics of faculty, Indonesian College of Economics (STEI), Jakarta, Indonesia
b) Economics of faculty, Indonesian College of Economics (STEI), Jakarta, Indonesia
Abstract
The purpose of this study was to determine the effect of service quality, product quality and price on customer satisfaction and its impact on customer loyalty. The research is now conducted at the Superindo Supermarket Bekasi Branch. The strategy used in this study is to use an associative / correlational strategy. Correlational / associative research is research conducted to find the relationship or influence of one or more independent variables with one or more dependent variables. The research method used in this study is a survey method that uses questionnaire data collected from questions with a total sample of 96 people. While the sampling method in this study is purposive aside. Based on the results of research quality service (X1) and product quality (X2) does not affect consumer satisfaction Superindo supermarkets, prices (X3) affect consumer satisfaction (Y) Superindo Supermarket, service quality (X1) affect customer loyalty (Y2) Supermarkat Superindo, product quality (X2) affect customer loyalty (Z) Superindo supermarkets, prices affect customer loyalty (Z) Superindo supermarkets, customer satisfaction (Y) affect customer loyalty (Z) Superindo supermarkets, service quality (X1), product quality (X2) and price ( X3) affect consumer satisfaction (Y) supermarket Superindo Bekasi branch.
Keywords: service quality, product quality, price, customer satisfaction, customer loyalty.
Topic: Marketing