PENGARUH KUALITAS PRODUK, KEWAJARAN HARGA, CITRA MEREK PADA LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN(Studi pada konsumen rokok “A mild” di Surakarta)

The purpose of this study was to examine the effect of product quality, price fairness and brand image on consumer satisfaction, and examines the effect of customer satisfaction on consumer loyalty cigarettes "A Mild" in Surakarta. The sample used in this study were 120 respondents. The technique of collecting data using questionnaires. Sampling using convenience sampling method. Mechanical testing data using SEM with the help of the GeSCA. Based on the results of SEM analysis of the structural model in this study, the results obtained: Quality products have a significant effect on customer satisfaction. Price fairness significant influence on customer satisfaction. Significant effect of brand image on customer satisfaction. Meanwhile, consumer satisfaction have a significant effect on customer loyalty. Limitations of this study is focused on the object of observation cigarette consumer "A Mild" in Surakarta. So the impact on the generalization studies is limited. The implications are also discussed to provide insight into the theoretical aspects, practical and research further. Keywords : product quality, price fairness, brand image, customer satisfaction, customer loyalt