Article Sidebar
Main Article Content
Abstract
This study aims to determine the direct effect of Product Quality, Price Perception and Promotion on Consumer Satisfaction of PT Makmur Jaya Agro's pesticides, as well as to determine the indirect effect of these variables on Customer Loyalty through Customer Satisfaction. As many as 160 respondents of PT Makmur Jaya Agro's pesticide consumers who came from the Subang Regency area were the objects of this study. The research model used the Structural Equation Model (SEM) with the help of analysis tools SPSS Version 26 and Lisrel Version 8.30. The results showed that Product Quality, Price Perception and Promotion had a positive and significant effect on Customer Satisfaction. Customer Satisfaction is an intervening variable dependent on customer loyalty where Product Quality, Price Perception and Promotion have a positive and significant effect on Customer Loyalty through Customer Satisfaction. This research can be useful for companies to identify, plan and manage steps and policies to increase Customer Satisfaction and Customer Loyalty.
Keywords
Article Details
Author ownership
Authors retain copyright and publishing rights in their work. Submission and publication do not transfer copyright ownership to HM Publisher, CMHC Research Center or OAIJSS.
Publication and reuse
Authors grant OAIJSS the right of first publication. The journal’s publication licence is the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0). Authors may reuse their own work and authorise additional uses, subject to any rights held by co-authors or third parties.
Self-archiving
Authors may deposit the submitted manuscript, accepted manuscript and published version in institutional or subject repositories without an embargo. Identify the version, acknowledge publication in OAIJSS and add the article DOI or journal link when available. Preserve the licence and attribution accompanying the deposited version.
Website copyright
Copyright notices for the OAIJSS website, layout and visual identity apply only to those elements. They do not replace or restrict the copyright and reuse rights of article authors.
