PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PADA KLINIK KECANTIKAN MECCA BEAUTY CENTER

This study aims to determine the effect of service quality, product quality, and price on loyalty through customer satisfaction at the Mecca Beauty Center beauty clinic. This research was conducted on customer who have used products and care services at the Mecca Beauty Center beauty clinic. The sampling technique uses purposive sampling with the number of respondents as many as 100 people. This study uses a quantitative approach using the SmartPLS application. The data collection technique used a questionnaire and the measurement of the data used was the Likert scale. The results of this study indicate that there is a positive and insignificant effect of service quality on customer satisfaction, there is a positive and significant effect of product quality on customer satisfaction, there is a positive and significant effect of price on customer satisfaction, there is a negative and insignificant effect of service quality on customer loyalty, there is a positive and significant effect of price on customer loyalty, there is a positive and significant effect of customer satisfaction on customer loyalty, there is a positive and insignificant effect of service quality on loyalty through customer satisfaction, there is a positive and significant effect of product quality on loyalty through customer satisfaction, and there is positive and insignificant effect of price on loyalty through customer satisfaction