The Influence of Product Quality and Price on Customer Satisfaction through Loyalty to the Company

Abstract

This research was made with the aim to determine the effect of product quality, price, brand loyalty and customer satisfaction. The population used in this study were customers of four-wheeled vehicle dialers in Palopo City. The number of questionnaires processed in this study were 516 respondents. To test the hypothesis, the researcher used a structural equation modeling (SEM) approach using AMOS and SPSS software. The results of the research that has been done show obtaining data, namely price has a significant effect on brand loyalty, brand loyalty has a positive effect on customer satisfaction and quality has no significant effect on brand loyalty.