%A NIM. 11391020 SULTHON ABDUL HADI
%O JOKO SETYONO, S.E., M.Si.
%T PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS DENGAN VARIABEL MODERASI KEPUASAN KONSUMEN (STUDI PADA KOPONTREN AL MUNAWWIR YOGYAKARTA)
%X This research purposes to examine price, product quality, and service quality effect toward customer loyalty of Kopontren Al Munawwir Yogyakarta in which customer satisfaction is use as its moderation variable. The sample of this research are 100 respondens that are customer of Kopontren Al Munawwir Yogyakarta who make purchases more than three times. The sampling technique uses purposive sampling method. This research is a field research with quantitave approach. The data are primary data and scondary data. The primary data is obtained based on respondents’ answer to a distributed questionnaire. This study uses multiple linear regression analysis and moderated regression analysis in which data processing uses SPSS 23 for Windows. As the result, it shows that coefficient of determination seen at the value of Adjusted R Square is 0,434 which means that customer loyalty can be explained by independent variabel: price, product quality, and service quality is 43,3 %, and the remaining is 56,6% which explained by other variables. The result of regression shows that the price, product quality, and service quality simultaneosly affect the customer loyalty. Meanwhile, the partial test shows that the variable of price and service quality affect the customer loyalty significantly. Customer satisfaction is able to moderate connection between price, product quality, service quality and customer loyality.
%K Price, product quality, service quality, customer satisfaction, customer loyalty.
%D 2017
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib26313