Pengaruh Program Loyalty, Harga, Kualitas Produk Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Pada Pt. Bino Mitra Sejati Cabang Surabaya

Wibowo, Sigit Arie (2017) Pengaruh Program Loyalty, Harga, Kualitas Produk Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Pada Pt. Bino Mitra Sejati Cabang Surabaya. Masters thesis, Untag 1945 Surabaya.

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Abstract

Business development marked by the increasing number of companies resulted in an increasingly competitive rivalry. It requires every company to pay attention to the state of the market and determine the right strategy. In addition, the company is required to be able to centralize customer satisfaction. This study aims to identify and prove the influence of loyalty programs, product quality, prices on consumer satisfaction and consumer loyalty. The design of this study is causal design with quantitative approach. Samples taken are consumer PT. Bino Mitra Sejati area of West Surabaya and Gresik ever made a purchase in PT. Bino Mitra Sejati at least 2 times in the last 6 months as many as 85 respondents. The data collection is done by distributing questionnaires. Data analysis technique used is Structural Equation Model (SEM) programs Partial Least Square (PLS). The results in this study show that: (1) loyalty program has a positive effect on customer satisfaction; (2) product quality has a positive effect on customer satisfaction; (3) prices do not have a positive effect on consumer satisfaction; (4) loyalty program has a positive effect on customer loyalty; (5) product quality has a positive effect on customer loyalty; (6) prices do not have a positive effect on customer loyalty; (7) consumer satisfaction has a positive effect on customer loyalty.

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