Abstract
This research was conducted at Toko Golden Kids Bandar Lampung, a children's fashion store founded in 2022 at Simpur Center Mall. This shop offers various types of children's clothing with a wide variety of products. Even though it faces tough competition, Toko Golden Kids Bandar Lampung must continue to innovate to maintain a large customer base. Product competitiveness's function as a mediator in the relationship among product fine, customer value, and fee and purchaser pleasure is the situation of this take a look at. It also ambitions to ascertain the impact of product first-class, customer cost, and rate on product competitiveness and client satisfaction. crucial information became gotten through notion, meets and conveying surveys to 109 respondents selected making use of purposive testing strategies. The data analysis method uses a quantitative approach with SmartPLS. The research results show that product quality, customer value, and price each have a positive and significant influence on product competitiveness and customer satisfaction. Apart from that, product competitiveness is proven to mediate the relationship between product quality, customer value, and price on customer satisfaction. All research hypotheses are accepted. Based on the research results, it is recommended that the Golden Kids Bandar Lampung Store continue to improve product quality, optimize customer value, set competitive prices, and strengthen product competitiveness strategies. Continuous monitoring and evaluation of the influence of these variables is also important to support more appropriate decision making and the development of more effective strategies.
Published Version
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