Kualitas Produk dan Harga Berpengaruh terhadap Loyalitas melalui Kepuasan Konsumen Pengguna Kartu IM3

This research is done in July to August 2009. The subject was Economic Faculty's students which use IM3 as their phone card. The samples were 100 IM3 consumers using random sampling technique. The results are: (1) there is significance influence between product quality and satisfaction, (2) price influ­enced satisfaction significantly, (3) product quality influenced loyalty significantly (4) there is no signifi­cance influence between price and loyalty, (5) satisfaction influenced loyalty significantly. Based on the result of the research, it suggests that the consumers should be more carefully to buy a product in order that avoid the disappointed. To a seller or retailer should have positive communication with the provider when the consumers' trusts decreased. And the further research should do continuously with such time interval to know whether there is increasing of satisfaction or not, as the result of increasing the performance of product such as price and quality of phone card which is done by the operator that influenced the loyalty of consumers. Keywords: Product quality, Price, Satisfaction, Loyalt