PENGARUH HARGA, KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO SUMBER KEHURIPAN DI SUMBERTENGAH SITUBONDO

Siti, Khumairoh (2025) PENGARUH HARGA, KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO SUMBER KEHURIPAN DI SUMBERTENGAH SITUBONDO. Other thesis, Universitas Abdurachman saleh Situbondo.

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Official URL: https://doi.org/10.36841/jme.v4i6.7055

Abstract

Marketing is a series of activities by companies or individuals to introduce, offer, and distribute products or services to consumers to satisfy their needs and desires. This study aimed to determine the effect of price, product diversity, and service quality on consumer loyalty, with consumer satisfaction as an intervening variable at the Sumber Kehuripan Store in Sumber Tengah, Situbondo. The sampling technique used was purposive sampling. Data analysis and hypothesis testing in this study used the Smart PLS 3.0 application. The results of this study indicate that price has a significant positive effect on consumer satisfaction, while product diversity and service quality have an insignificant positive effect on consumer satisfaction. Price and product diversity have an insignificant positive effect on consumer loyalty, while service quality has a significant positive effect on consumer loyalty. Consumer satisfaction has a significant positive effect on consumer loyalty. Price, product diversity, and service quality have a positive but insignificant effect on consumer loyalty through consumer satisfaction. Keywords: Price, product diversity, service quality, consumer satisfaction, and consumer loyalty

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	Siti khumairoh
Date Deposited:	23 Oct 2025 02:35
Last Modified:	23 Oct 2025 02:35
URI:	http://repository.unars.ac.id/id/eprint/3872

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