PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN

ABSTRACT IMPACT OF PRICE, QUALITY PRODUCTS, SERVICE QUALITY, CUSTOMER LOYALTY, AND CUSTOMER SATISFACTION AS VARIABLE MEDIATION (A Study on Larissa Aesthetic Centre Branch Gajahmada Surakarta) Risti Istiyani S411408026 The purpose of this study was to test empirically the effect of price, product quality and service quality on customer loyalty mediated by customer satisfaction. Sampling using incidental sampling (Sampling Incidental) with a sample of 187 people (customers Larissa Aesthetic Centre Surakarta). Instruments on research conducted by distributing questionnaires. The results showed that (1) the positive effect on customer satisfaction, (2) the quality of the product positive effect on customer satisfaction, (3) quality of service positive effect on customer satisfaction, (4) price positive effect on customer loyalty, (5) quality product positively affects customer loyalty, (6) the quality of service a positive effect on customer loyalty, (7) customer satisfaction indirectly positive effect on customer loyalty, (8) customer satisfaction as mediating indirect positive effect of price on customer loyalty, (9) customer satisfaction as mediating indirect positive effect on the quality of products to customer loyalty, (10) customer satisfaction as mediating indirect positive effect on the quality of service to customer loyalty. Keywords : price, product quality, service quality, customer satisfaction, customer loyalty