Effects of Product Quality, Price Perception, and Service Quality on Customer Loyalty Through Customer Satisfaction at PT Asaputex Jaya, Tegal
DOI:
https://doi.org/10.24905/icobis.v2i1.72Keywords:
Product Quality, Price Perception, Service Quality, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to analyze the effects of product quality, price perception, and service quality on customer loyalty, both directly and indirectly through customer satisfaction as a mediating variable, at PT Asaputex Jaya (Sarung Pohon Korma), Tegal City. A quantitative approach was used. The population consists of consumers of Sarung Pohon Korma products, and 100 respondents were selected using probability sampling and Cochran’s formula with a 10% error tolerance. Data were collected through a structured Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that product quality, price perception, and service quality have positive and significant effects on both customer loyalty and customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty, and it significantly mediates the effects of the three independent variables on loyalty. Service quality is the most dominant direct determinant of customer loyalty (path coefficient = 0.336). The R-square values are 0.717 for customer satisfaction and 0.774 for customer loyalty. The findings indicate that maintaining product quality, price-value suitability, and service quality is important for strengthening customer satisfaction and sustainable loyalty.
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