Membangun Loyalitas Pelanggan melalui Harga dan Kepercayaan dengan Kepuasan Pelanggan sebagai Variabel Mediasi pada Bisnis Smartphone

  • Emil Salim Universitas Putra Indonesia YPTK Padang
  • Andri Andri
  • Mondra Neldi
Keywords: customer loyalty, customer satisfaction, price, trust

Abstract

Nowadays in the globalization era, particularry in Indonesia, the dense population is accompanied by
increasingly complex needs and various human activities in carrying out mobility whether doing
work, school, tourism, research or traveling. Thus, smartphone enhancements to accessories become
one of the important daily needs. This situation eventually led to increasingly fierce competition
between outlets and companies that manufacture, distribute, and sell smartphone devices or
accessories in the existence of competing companies providing the best service to attract consumers.
This study aims to build customer loyalty through price and trust using mediating variables, namely
customer satisfaction. The research method used in this study is a quantitative method with a sample
of 85 respondents. Data analysis method used multiple linear regression analysis and path analysis
with the application of Statistical Package for Social Sciences (SPSS 21.00). The study result showed
there is an indirect relationship smaller in value than a direct relationship, meaning that loyalty does
not mediate the relationship between price and customer satisfaction and indirect relationships are less
valuable than a direct relationship, meaning loyalty does not mediate the relationship of trust with
customer satisfaction

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Published
2019-12-31