Pengaruh Kualitas Produk dan Persepsi Harga Terhadap Kepuasan dan Loyalitas Konsumen Lempiyang KK Yuni

Abstract

This study aims to analyze the effect of product quality and price perception on consumer satisfaction and consumer loyalty toward Lempiyang KK Yuni. The research was conducted at the Lempiyang KK Yuni MSME located in Dul Village, Central Bangka Regency, Bangka Belitung Islands Province, during March–April 2025. The research employed a survey method with purposive sampling technique involving 100 respondents. Data analysis was carried out using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the assistance of SmartPLS version 4.0 software. The results indicate that product quality has a positive and significant effect on consumer satisfaction and consumer loyalty toward Lempiyang KK Yuni. Price perception also has a positive and significant effect on consumer satisfaction and consumer loyalty. However, consumer satisfaction does not have a significant effect on consumer loyalty. In addition, consumer satisfaction does not mediate the effect of product quality and price perception on consumer loyalty. These findings suggest that consumer loyalty toward Lempiyang KK Yuni is more directly influenced by product quality and price perception rather than indirectly through consumer satisfaction as a mediating variable.