MENGUJI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DALAM HUBUNGAN PENGARUH PEREPSI KULITAS, PERSEPSI PENGORBANAN DAN PERSEPSI NILAI TERHADAP LOYALIOTAS KONSUMEN

Abstract

ABSTRACT

               This study aims to find out and analyze the influence of quality perception variables, perceptions of sacrifice, perceived value on consumer loyalty with customer satisfaction as an intervening variable for consumers of Zero Heroes distribution. With this type of research is explanatory research, namely research explains. This research was conducted in May-July 2019, and took place at Jl. MGR Sugiyanto 15A, Klojen, Malang. The sample used the accidental sampling method with 83 respondents. This study uses primary data through a questionnaire. The analytical tool in this study uses the Test Instrument data, Normality test, Path Path Analysis and Sobel Test. Based on the results of statistical tests, the results show that the Quality Perceived indirectly affects Consumer Loyalty through Consumer Satisfaction as an Intervening Variable. Sacrifice Perception directly affects Consumer Loyalty without going through Customer Satisfaction as an Intervening Variable. Value Perception indirectly affects Consumer Loyalty through Consumer Satisfaction as an Intervening Variable.

                                                                          
Keywords: Perception of Quality, Perception of Sacrifice, Perception of Value, Consumer Satisfaction, Consumer Loyalty.