The Effect of Product Quality, Price, and Brand Image Toward Customer Loyalty with the Mediation of Customer Satisfaction on Personal Care Product of Unilever Indonesia in Surakarta

This study aims to analyze the effect of product quality, price, and brand image on customer satisfaction, and the influence of customer satisfaction on customer loyalty. In this study, the sampling technique used was a purposive technique in which a total sample of 108 Surakarta residents who had consumed Unilever Indonesia's self-care products at least three times. Analysis of the model used is multiple regression and multiple tests to determine the effect of customer satisfaction on customer loyalty. The results showed that product quality, price, and brand image significantly influence customer satisfaction. This is proven by the F test with a significance value of 0,000. In addition, customer satisfaction is proven to mediate product quality, price, and brand image to customer loyalty. This is evidenced by the sobel test with a calculated value greater than the table value