Abstract
This study aims to determine the effect of product quality and brand image on customer loyalty with price as an intervening variable on Lawe Attitude brand bottled water products. The sampling method uses probability sampling with simple random sampling technique with the number of samples obtained as many as 91 respondents. The data testing method used is the Structural Equation Model (SEM) using the SmartPLS application. Based on the test results, it is concluded that product quality has an effect on price. Brand image affects price. Product quality affects customer loyalty. Brand image affects customer loyalty. Price affects customer loyalty. Product quality and brand image affect customer loyalty through price as an intervening variable in Lawe Attitude brand bottled water products.
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