PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA KARTU PRABAYAR XL DI KOTA PADANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study examined the effect on product quality and price to customer loyalty for XL prepaid cards product in the city of Padang with customer satisfaction as an intervening variable. Respondents of this study are customers who use prepaid cards XL in the city of Padang. The sample size is 80 respondents. Technical sampling method is purposive sampling method. Data were collected through questionnaires given directly to the respondent. The method of analysis is by using multiple linear regression, simple linear regression and regression hierarchical. The results of study found that, quality of product and price has significantly effect to customer loyalty, quality of product and price has significantly effect to customer satisfaction, customer satisfaction significantly influence customer loyalty, customer satisfaction have a significant effect as an intervening variable between product quality and customer loyalty and significantly affect customer satisfaction as an intervening variable between price and customer loyalty.
Keywords : Product quality, price, customer satisfaction, customer loyalty.