Pengaruh Keragaman Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi di Alfamidi

Prasadaty, Martha Galuh and , Ihwan Susila, S.E., M.Si, Ph.D (2022) Pengaruh Keragaman Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi di Alfamidi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product diversity and service quality on customer loyalty with customer satisfaction as a mediating variable at Alfamidi. The population in this study was the people of the city of Surakarta with a sample of 100 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study using Smart PLS version 3.0. The sampling technique in this study uses the Non Probability Sampling technique and the data testing technique used in this study includes the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f^2), and hypothesis testing. The results of this study indicate that product diversity has a significant effect on customer satisfaction, product diversity has no significant effect on customer loyalty, service quality has a significant effect on customer satisfaction, service quality has no significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, and customer satisfaction mediates positively and significantly between product diversity and customer loyalty, customer satisfaction mediates positively and significantly between service quality and customer loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Diversity, Service Quality, Customer Loyalty, Customer Satisfaction.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MARTHA GALUH PRASADATY
Date Deposited:	09 Aug 2022 01:24
Last Modified:	09 Aug 2022 01:24
URI:	http://eprints.ums.ac.id/id/eprint/102953

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