Pengaruh Atribut Produk, Efektivitas Media Sosial dan Harga terhadap Loyalitas Konsumen yang Dimediasi oleh Kepuasan Konsumen

Elisa Maya Sari, Mirza Tabrani

Abstract


This study aims to determine the effect of product attributes, social media effectiveness, price and customer satisfaction as mediating variables on consumer loyalty for azarine sunscreen in Banda Aceh. This research is categorized as survey research, where the research instrument is a questionnaire. The population in this study were users of Azarine Hydrasoothe Sunscreen Gel SPF 45 PA++++ in Banda Aceh. Data collection was carried out in July. The sample was 196 respondents who were determined by purposive sampling technique. The data analysis technique uses the SEM analysis method using the Analysis of Moment Structure (AMOS) software tool. The results found that: Product Attributes have a direct effect on Consumer Satisfaction on Azarine Sunscreen in Banda Aceh. Social Media Effectiveness has a direct effect on Consumer Satisfaction with Azarine Sunscreen in Banda Aceh. Price has a direct effect on Consumer Satisfaction with Azarine Sunscreen in Banda Aceh. Product Attributes have no direct effect on Consumer Loyalty to Azarine Sunscreen in Banda Aceh. Social Media Effectiveness has a direct effect on Consumer Loyalty to Azarine Sunscreen in Banda Aceh. Price has a direct effect on Consumer Loyalty to Azarine Sunscreen in Banda Aceh. Consumer Satisfaction has a direct effect on Consumer Loyalty to Azarine Sunscreen in Banda Aceh. Consumer Satisfaction partially mediates the effect of Product Attributes on Consumer Loyalty at Sunscreen Azarine in Banda Aceh. Consumer Satisfaction partially mediates the effect of Social Media Effectiveness, on Consumer Loyalty at Sunscreen Azarine in Banda Aceh. Consumer Satisfaction partially mediates the effect of Price on Consumer Loyalty at Sunscreen Azarine in Banda Aceh.


Keywords


Product Attributes; Social Media Effectiveness; Price, Consumer Satisfaction; Consumer Loyalty

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References


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DOI: https://doi.org/10.24815/jimen.v8i4.27434

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.