PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Pada Pelanggan Gula “Walini”)

The purpose of this study was to examine the effect of product quality and price on customer loyalty through customer satisfaction. A sample of 150 respondents was taken by purposive sampling from the population of customers of Walini brand crystal sugar in Banyuwangi. Data collection was carried out by distributing questionnaires through Google Forms from June to July. Path analysis shows that product quality has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, product quality has a positive and significant effect on customer loyalty, price has a positive and significant effect on loyalty. customers, customer satisfaction mediates the effect of product quality on customer loyalty. And to build customer loyalty, the company must pay attention to customer satisfaction