PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS MELALUI KEPUASAN KONSUMEN BREADTALK
The high competition in the culinary business such as cake and bakery, makes businessmen have to pay attention to things that are considered important by customers such as their product quality, not to mention BreadTalk as a bakery and cake franchise that must be able to make consumers satisfied so...
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2022-01-15.
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| 245 | 0 | 0 | |a PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS MELALUI KEPUASAN KONSUMEN BREADTALK |
| 260 | |c 2022-01-15. | ||
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| 520 | |a The high competition in the culinary business such as cake and bakery, makes businessmen have to pay attention to things that are considered important by customers such as their product quality, not to mention BreadTalk as a bakery and cake franchise that must be able to make consumers satisfied so they don't switch to other companies to build consumer loyalty. So this study aims to determine how much influence product quality has on loyalty through customer satisfaction on BreadTalk. Using 100 samples of BreadTalk consumers in Bogor with purposive sampling method and using analysis technique in the form of PLS (Partial Least Square) with SmartPLS software version 3.0. The results of this study are known that (1) there is a positive and significant influence between product quality on consumer satisfaction with a coefficient value of 0.846 (2) there is a positive and significant influence between product quality variables on loyalty with a coefficient value of 0.616 (3) there is a significant effect positive and significant between product quality variables on loyalty through consumer satisfaction with a coefficient value of 0.211 (4) there is a positive and significant influence between consumer satisfaction variables on loyalty with a coefficient value of 0.250, and the coefficient of determination (R-Square) which is known that 70.2 % influencing loyalty is product quality variable through customer satisfaction, and 29.8% is influenced by other variables. | ||
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