Pengaruh Kualitas Produk, Promosi, Dan Lokasi Terhadap Loyalitas Yang Dimediasi Oleh Kepuasan Konsumen Pada Batik Sekar Arum Di Kampung Batik Laweyan Surakarta

The purpose of this study was to determine the effect of product quality, promotion and location on customer loyalty moderated by consumer satisfaction. The population in this study were consumers who had bought Batik Sekar Arum in Kampung Batik Laweyan Surakarta and a sample of 130 respondents with purposive sampling technique. The results of this study indicate that the product quality variable has a positive and significant effect on consumer satisfaction. The results of the promotion variable have a significant effect on consumer satisfaction. The results of the location variable have a positive and significant effect on consumer satisfaction. The results of the product quality variable have a positive and significant effect on customer loyalty. The results of the promotion variable have no positive and significant effect on customer loyalty. The results of the location variable have no positive and significant effect on customer loyalty. The results of the consumer satisfaction variable have a positive and significant effect on customer loyalty. The mediation results show that consumer satisfaction can mediate positively and significantly between product quality and customer loyalty as evidenced by the t-statistical value. The mediation results show that consumer satisfaction can mediate positively and significantly between promotions and customer loyalty. Mediation results show that consumer satisfaction can mediate positively and significantly between locations on customer loyalty