Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Moderasi

Abstract

This study aimed to examine the effect of product quality on customer loyalty with satisfaction as a moderating variable. The first hypothesis tested whether product quality has an effect on customer loyalty. The second hypothesis tested whether satisfaction is a moderating variable in the relationship between product quality and customer loyalty. One hundred students of Faculty of Economics and Business, Muhammadiyah University of Surakarta were taken as samples. Data were analyzed by simple linear regression. The results showed that quality of the product has positive and significant effect on customer loyalty. Another result that can be concluded is that satisfaction is not a moderating variable in the relationship between product quality and customer loyalty. Satisfaction is an independent variable in conjuction with customer loyalty.