Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Pengaruh Price Level Perception, Value for Money - Perception, Product Assortment Perception Terhadap)

Abstract

This study examines the influence of customers' perceptions on the price offered when compared with 1). Customer reference price (Price Level Perception), 2). The quality of the goods (Value for Money Perception), and The variety of goods (Product Assortment Perception) offered in the store, on customer loyalty through customer satisfaction. Samples were taken 75 respondents from 3 electronic store in Dau Region, Malang. Data analysis techniques used is path analysis. The results of the study have shown that the price level perception variable is not significantly influence the satisfaction of consumers. Value for money perception variable significantly influence satisfaction of consumers. Product assortment perception variable significantly influence satisfaction of consumers. Satisfaction variable significantly influence loyalty of consumers.