Analisis Harga Terhadap Loyalitas Pelanggan Pada Produk Bedak Merek Venus Dengan Kepuasan Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswi Stambuk 2015 Universitas Pembangunan Panca Budi Medan)
Abstract
ABSTRACT
In this study aims to influence the relationship between price and loyalty through
satisfaction as an intervening variabel. Analysis with mediation variables is used to
determine whether or not the mediating variable influences. Sampling in this study
is nonprobability sampling through accident sampling (coincidence). Data were
collected by distributing questionnaires to the students of the management study
program of the faculty of social sains at the university of medan. Data analysis
techniques used are : data quality test, classic assumption test, and mediation test.
Based on the result of the study, price have a positive and significant effect on
loyalty, and prices do not directly affect loyalty through satisfaction, which means
satisfaction cannot mediate in other words the actual influence is direct. The results
of the regression coefficient value is the coefficient P2 is 0.150 and P3 is 0.767. The results
of the analysis of indirect effects are as follows: indirect effect <direct effect ie 0.512
<0.150 then that the Satisfaction variable (Z) is not an intervening variable or in other
words the actual effect is direct
Keywords : Price, Loyalty, Satisfaction
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