The Effect of Product Quality, Price and Personal Selling on Customer Satisfaction and Loyalty of Herbalife Customers

This research was aimed to analyse the effect of product quality, price, personal selling to customer satisfaction and loyalty. The participant of this study was 125 people. Data were collected by questionnaires and structural equation model (SEM) were applies as an analysis technique. The results analysis showed that product quality, price, personal selling have positive and significant effect on the customer satisfaction and customer loyalty. The implication is product quality, price, personal selling need to be increased in order to customer satisfaction and customer loyalty.


Introduction
The health of our bodies is the main asset to get through the day and achieve success. A success will feel in vain if we can't enjoy it. The health of the human body is when the condition of the body works perfectly. As with machines, the body also has various kinds of organs that are interconnected, and if one does not function properly, it will affect the performance of other organs. Health can be obtained by consuming healthy and nutritious foods coupled with paying attention to nutritional intake in the body and supported by adequate exercise.
In today's modern era, humans adopt a healthy lifestyle. Many people have paid attention to the intake of food and nutrition they consume and exercise sufficiently in an effort to have a healthy and ideal body, but there are still people who still don't care and do not regulate their diet and pay attention to adequate intake of nutrients needed for the body because of this. This is still considered too troublesome, so it is not surprising that many people are unaware that they are obese and other health problems, including lack of nutrition and required nutrients. This is a driving factor for companies to issue products that are considered sufficient for daily nutritional intake in the form of powdered milk and liquid milk, and other processed products for health. PT Herbalife Indonesia is a company that has health products, and has a product known as Nutritional Shake which is considered to have high nutritional value needed for the body. PT Herbalife Indonesia has grown from 1980 until now by selling products that are marketed around the world to encourage the wider community to switch to adopting a healthier lifestyle. This study aims to analyze the effect of product quality, price and personal selling on customer satisfaction and customer loyalty Herbalife.

Marketing management
Marketing is a whole system that deals with business activities that aim to plan, determine prices to promote and distribute goods or services that will satisfy the needs of buyers, both actual and potential. According to Kotler and Armstrong (2012) the marketing mix is an element that can be optimized by a company to influence demand for its products. These elements consist of product, price (discount), distribution process, promotion (advertising, personal selling), facilities (store location and environment), human element (employee and other consumer appearance) and process.

Product quality
Product quality is the ability of a product to demonstrate its function, this includes overall durability, reliability, accuracy and ease of operation and product repair as well as other product attributes.

Product prices
Price is the amount of value that consumers exchange for the benefit of owning or using a product or service whose value is determined by the buyer and seller through bargaining, or set by the seller for the same price for all buyers. In the process of pricing, it should be done according to the company and carried out with several considerations. So according to (Molan, 2005), companies must set prices in accordance with the value provided and understood by customers. If the price turns out to be higher than the value received, the firm will lose the possibility of making a profit, if the price is found to be too low than the value received, the company will not succeed in reaping the possibility of making a profit. In accordance with the definition of price, which is explained below, is a general price function, namely as a reference in calculating the selling value of a product or service, to assist transaction activities, determining the right price will provide benefits for sellers or producers and as a consumer guide in assessing the quality of goods or services .

Personal selling
Personal selling is a two-way communication between buyers and sellers that aims to influence the buying decisions of a person or group of people. According to Kotler and Keller (2012) personal selling is direct interaction with potential buyers or more in order to make presentations, answer questions and receive orders. The function of personal selling is to provide understanding and knowledge to consumers, part of service and sales, as well as coordination of sales efforts.

Consumer satisfaction
According to (Tjiptono, 2008), satisfaction comes from the Latin "satis" which means good enough and "facio" which means doing or making, so it can simply be interpreted as "an effort to fulfill something". Some experts are trying to  (Griffin, 2007). By being loyal to a customer for this product, it will create many benefits for the company.

Methods
This research is descriptive research.
Techniques or data collection methods that will be used in this study using questionnaires,

Respondent characteristics
Based on the results of research conducted on 125 respondents, the characteristics of the respondents can be identified as follows (table 1).

Perceived level of product quality
The following describes the results of the descriptive analysis of the answers to the product quality variable indicators obtained through questionnaires. The five answer items used are: strongly agree, agree, neutral, disagree and strongly disagree. From the results of research that has been carried out on the variable quality of the product that has been applied with an answer score of 125 respondents, it can be presented in table 2.

Price perception level
The following describes the results of the descriptive analysis of the answers to the price variable indicators obtained through a questionnaire. From the results of research that has been carried out on the product quality variable that has been applied with an answer score of 125 respondents and is presented in table   3.

Perceived level of personal selling
The following describes the results of the descriptive analysis of the answers to the personal selling variable indicators obtained through the questionnaire in table 4.

Perception level of consumer satisfaction
The following describes the results of the descriptive analysis of the answers to the consumer satisfaction variable indicators obtained through a questionnaire. From the results of research that has been carried out on the variable quality of the product that has been applied with an answer score of 125 respondents, it can be presented in table 5.

Perceived level of customer loyalty
The following describes the results of the descriptive analysis of the answers to the customer loyalty variable indicators obtained through a questionnaire using five indicators ( According to (Molan, 2005)  Companies that set prices in accordance with consumer assessments and desires, it can be said that the company is able to create high value from a price. Thus, each price increase, consumer satisfaction in assessing product quality will also increase. This is supported by research conducted by Triesti Candrawati (2011)  According to (Kotler and Keller, 2012) personal selling is direct interaction with potential buyers or more in order to make presentations, answer questions and receive orders. Therefore, the better and more interesting to carry out promotional activities, it will increase the attractiveness of consumers to find out about the products to be

Conclusion
Based on the research results, it can be concluded; 1. The influence of product quality by demonstrating its function properly and clearly will later provide satisfaction to its consumers.
Consumers will want to know what the products are offered and see the quality of the product clearly so that later they will join and buy products at the Herbalife Elmuna Club Nutrition House. So product quality has a positive and significant effect on customer satisfaction.
2. The effect of a good price is done by setting a price in accordance with the value provided and understood by consumers. By applying the appropriate price is one important factor with the results obtained, the quality of the product obtained and the suitability of price with benefits. This will make consumers feel satisfied with all the things offered. This means that the second hypothesis is rejected, that the better the application of the appropriate price will create satisfaction that will be felt by consumers. Then the price has a positive and significant effect on customer satisfaction.
3. The influence of personal selling that attracts attention and creatives will increase the attractiveness and interest of consumers to buy products at Herbalife Nutrition Homes Elmuna Club. Consumers will feel attracted to clear Elmuna Club is high with the form of services provided, quality product quality and good benefits will also increase the loyalty of these consumers to continue to make purchases of these products. So customer satisfaction has a positive and significant effect on customer loyalty.