A Customer Loyalty Enhancement Model Based on Product Quality and Service Quality at Dhian Kain Textile Store Mediated by Customer Satisfaction
Abstract
This study aims to analyze the effect of product quality and service quality on customer loyalty with customer satisfaction as an intervening variable in a textile store named Dhian Kain. This study uses a quantitative approach with data obtained through questionnaires from 100 respondents who are all customers and users of products that purchased at Dhian Kain. The data analysis uses the Structural Equation Modeling (SEM) method with SmartPLS software. The results of the study show that: (1) product quality has a positive and significant effect on customer satisfaction; (2) product quality has a positive and significant effect on customer loyalty; (3) service quality has a positive and significant effect on customer satisfaction; (4) service quality has no effect on customer loyalty; (5) customer satisfaction has a positive and significant effect on customer loyalty; (6) product quality has a significant positive effect on customer loyalty with customer satisfaction as an intervening variable; (7) service quality has an effect on customer loyalty with customer satisfaction as an intervening variable.
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