The Effect of Price Perception on Customer Loyalty Mediated by Customer Satisfaction in Wardah Loose Powder Products in the City of Bandung
DOI:
https://doi.org/10.24256/kharaj.v8i3.12018Keywords:
Price Perception, Customer Loyalty, Customer SatisfactionAbstract
This study aims to analyze the influence of price perception on customer loyalty with customer satisfaction as a mediating variable in Wardah Loose Powder products in the city of Bandung. The study used a quantitative approach with a survey method of 120 respondents who were selected using convenience sampling techniques. Data were analyzed using descriptive analysis, simple linear regression, multiple linear regression, and Sobel test with the help of SPSS version 27. The results of the study show that price perception has a positive and significant effect on customer satisfaction and customer loyalty. In addition, customer satisfaction also has a positive and significant effect on customer loyalty and has been proven to mediate the influence of price perception on customer loyalty. These findings show that price perception is able to increase customer satisfaction, thus having an impact on increasing customer loyalty. Therefore, companies need to maintain pricing strategies that are in accordance with the value perceived by consumers, such as affordability, price compatibility with product quality, price competitiveness, price compatibility with benefits.
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