PENGARUH HARGA, LOKASI, DAN FASILITAS TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI BEACH FOREST KLATAKAN SITUBONDO

Abstract

The results of direct effect hypothesis testing, using Smart PLS 3.2.8 software, show that Price does not have a significant effect on Consumer Satisfaction; Location has a significant positive effect on Consumer Satisfaction; Facilities have a positive but not significant effect on Consumer Satisfaction; Price have a positive but not significant effect on Consumer Loyalty; Location has a negative but not significant effect on Consumer Loyalty; Facilities have a positive but not significant effect on Consumer Loyalty; and Consumer Satisfaction has a significant positive effect on Consumer Loyalty. The results of indirect effect hypothesis testing show that Price has a positive but not significant effect on Consumer Loyalty through Consumer Satisfaction; Location has a significant positive effect on Consumer Loyalty through Consumer Satisfaction; and Facilities have a positive but not significant effect on Consumer Loyalty through Consumer Satisfaction.