PENGARUH DIMENSI KUALITAS PRODUK DAN REPUTASI MEREK TERHADAP LOYALITAS KONSUMEN DAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI STARBUCKS MALANG CABANG MALL CITY POINT DIENG

Abstract

ABSTRAC
This study aims to influence the dimensions of product quality and brand
reputation on consumer loyalty and customer satisfaction as an intervening variable
in Starbucks Malang Branch Mall City Point Dieng. The population of this study is
consumer starbucks malang mall city point dieng. The sample is taken by using
purposive sampling method so that 99 respondents are eligible as sample. This
research uses primary data and path analysis method.
The results showed that the variable dimension of product quality has an effect
on to consumer satisfaction, product quality dimension variables influence to
consumer loyalty, consumer satisfaction variable influence to consumer loyalty.
Variable satisfaction is not able to be a mediator between product quality dimension
to loyalty due to indirect influence value less than direct influence, brand reputation
variable influencing consumer satisfaction, brand reputation variable affecting
consumer loyalty, satisfaction variable not able to be mediator between brand
reputation to loyalty Due to the value of indirect influence less than direct influence.
Keywords: product quality dimension, brand reputation, consumer loyalty, customer
satisfaction as intervening variable