PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN DISTRIBUSI PADA LOYALITAS PELANGGAN HANDPHONE XIAOMI YANG DIMEDIASI VARIABEL KEPUASAN (Studi Kasus pada Pelanggan Counter XIAOMI Garage Di Kota Malang)

Abstract

ABSTRACT

This research is motivated by the development of today's increasingly sophisticated technologies such as communication tools that everyone uses, namely mobile phones.This research aims to find out and analyze the influence of product quality, price, promotion, and distribution on customer loyalty of Xiaomi mediated cellphones with variable satisfaction with customers of Xiaomi Garage counters in Malang City.

The sample in this study were 93 customers from Xiaomi Counter. Data collection is done by distributing questionnaires. Data analysis used in this study uses Test Validity, Reliability, Normality, Path Analysis, t Test, and Sobel Test.

The results of the study show that product quality, price, promotion and distribution have a direct effect on customer satisfaction. Product quality, price, promotion and distribution have a direct effect on loyalty. Customer satisfaction has a direct effect on customer loyalty. Product quality, Price, Promotion, and Distribution indirectly influence Loyalty which mediates satisfaction variables.

Keywords: Product Quality, Price, Promotion and Distribution