THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON CONSUMER LOYALTY WITH CONSUMER SATISFACTION AS A MEDIATOR

Alicia Hanna Fadilla, Rahma Pratiwi, Adji Rahim Ramadhan, Fahmi Azhar Nasution, Sri Rahayu

Abstract


This study aims to analyze the influence of product quality and price on consumer loyalty with consumer satisfaction as a mediating variable. In an era of increasingly fierce business competition, understanding the relationship between these factors is essential for a company's sustainability. The research method involves qualitative and quantitative analysis of various academic literature as well as empirical data to identify the relationship between variables. The results show that product quality and price have a significant influence on consumer satisfaction, which in turn mediates consumer loyalty. High product quality increases consumer confidence, while competitive prices create a fair perception of value. Consumer satisfaction has proven to be a key factor in strengthening the relationship between product quality, price, and consumer loyalty. This research provides practical insights for companies to improve their marketing strategies, through focusing on product quality and optimal pricing to create a loyal consumer base.

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DOI: https://doi.org/10.3059/insis.v0i0.22793

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22793.g12674

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