“Pengaruh Product Quality Dan Perceived Price Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Produk Elformula Peeling Serum di Tangerang”

Fatrecia, Elisa (2024) “Pengaruh Product Quality Dan Perceived Price Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Produk Elformula Peeling Serum di Tangerang”. Skripsi thesis, Universitas Tarumanagara.

Text Elisa Fatrecia 115210223 JA.pdf Download (1MB)

Abstract

This study aims to analyze the effect of poduct quality and perceived price
on customer loyalty with customer satisfaction as a mediating variable for the
Elformula Peeling Serum product in Tangerang. The research employs the
Stimulus-Organism-Response (SOR) theory to understand how external stimuli,
such as product quality and perceived price, influence customer internal reactions,
represented by customer satisfaction as a mediator, which ultimately translates into
customer loyalty. This quantitative research was conducted using online
questionnaires distributed to 124 respondents in Tangerang, and the data was
analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The
result reveal the product quality and perceived price significantly and positively
effect customer satisfaction. Moreover, as well as between perceived price and
customer loyalty. This study offers practical contribution to marketing strategies,
particularly in enhancing customer royalty through improving produc quality and
adjusting prices to align with customers perceived value, and provides academic
insights into the mediating role of customer satisfaction in building loyalty.
Keywords; product quality, perceived price, customer satisfaction, customer
loyalty, Elformula Peeling Serum.

Penelitian ini bertujuan untuk menganalis pengaruh kualitas produk
(product quality) dan persepsi harga (perceived price) terhadap loyalitas pelanggan
(customer loyalty) dengan kepuasan pelanggan (customer satisfaction) sebagai
variabel mediasi pada produk Elformula peeling serum di Tangerang. Penelitian ini
menggunakan teori Stimulus-Organisme-Respon (SOR) untuk memahami
bagaimana stimulus eksternal seperti kualitas produk dan persepsi harga
mempengaruhi reaksi internal pelanggan, yaitu kepuasan pelanggan sebagai
mediasi, yang pada akhirnya diwujudkan dalam loyalitas pelanggan. Penelitian
dilakukan dengan metode kuantitatif menggunakan kuesioner online yang
disebarkan kepada 124 responden di Tangerang, dengan data yang dianalisis
menggunakan metode Structural Equation Modeling (SEM) melalui software
SmartPLS. Hasil penelitian menunjukkan bahwa kualitas produk dan persepsi harga
berpengaruh positif signifkan terhadap kepuasan pelanggan. Selain itu, kepuasan
pelanggan memediasi secara positif signifikan hubungan antara kualitas produk dan
loyalitas pelanggan serta antara persepsi harga dna loyalitas pelanggan. Penelitian
ini memberikan kontribusi praktis dalam strategi pemasaran, terutama dalam
meningkatkan loyalitas pelanggan melalui peningkatan kualitas produk dan
penyesuaian harga yang sesuai dengan persepsi nilai pelanggan, serta memberikan
wawasan akademik mengenai peran mediasi kepuasan pelanggan dalam
membangun loyalitas.
Kata kunci: kualitas produk, persepsi harga, kepuasan pelanggan, loyalitas
pelanggan, Elformula Peeling Serum.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	11 Jun 2025 04:30
Last Modified:	11 Jun 2025 04:30
URI:	https://repotest.untar.ac.id/id/eprint/47096

Actions (login required)

View Item