PENGARUH KUALITAS PRODUK DAN KERAGMAN PRODUK TERHADAP LOYALITAS KONSUMEN PADA UD. YULI MAKMUR DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI KABUPATEN SITUBONDO

Abstract

Marketing is a business activity designed to meet the needs of the
community with mutual benefit, just as producers and consumers provide
reciprocity of their needs. Marketing strategy is the effort of business actors in
marketing activities and target markets to achieve company goals through a
marketing mix that includes Product Strategy, Price, Distribution and Promotion.
The purpose of this study was to analyze and test the effect of marketing strategy
on increasing product sales at UD. Yuli Prosperous. The population in this study
were all UD consumers. Yuli Makmur who is in Situbondo Regency. The money
sampling technique used is a probability sampling technique with a simple
random sampling method. Data analysis and hypothesis testing in this study used
the Smart PLS 3.0 (Partial Least Square) application with the Structural Equation
Model.
The results of the direct influence hypothesis test using the Smart PLS 3.0
application, show that product quality has a significant positive effect on
consumer satisfaction, product diversity has a significant positive effect on
consumer satisfaction, product quality has a positive but not significant effect on
consumer loyalty, product diversity has a significant positive effect on consumer
loyalty and consumer satisfaction has a significant positive effect on consumer
loyalty. The results of the indirect effect hypothesis test using the Smart PLS 3.0
application, show that product quality has a significant positive effect on
consumer loyalty through consumer satisfaction and product diversity has a
significant positive effect on consumer loyalty through consumer satisfaction.