The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik

This study aims to examine and explain the effect of the variable price and product quality on
satisfaction and loyalty. The research was conducted in the area of Bangkalan. The research
problem of this study are: is there any influence between price and product quality to customer
satisfaction, is there any influence between price and product quality to customer loyalty, and is
there any influence between customer satisfaction to the customer loyalty. This study used a
survey where respondents were interviewed and asked to fill out a five-point Likert scale
questionnaire. The target population of the study are customers who make the purchase more
than twice of Madura Batik. The sample of this study is 200 respondents, the sampling technique
used was purposive sampling method. The analytical method used in this research is the analysis
of SEM. Based from the results of the analysis has been done, it can be concluded that the price
is a significant and positive impact on customer satisfaction, the product quality is significant and
positive impact on customer satisfaction, that the price is significant and positive impact on
customer loyalty, that the customer satisfaction significant and positive impact on customer
loyalty, but the product quality is not significant and positive impact on loyalty.
Keywords: Price, Product Quality, Customer Satisfaction, Loyalty, Madura Batik <br>
<a href="/jurnal/No. 3-ITHJ-2019-01-14-Batik Madura.pdf">Download File Lengkap Disini</a>