THE ROLE OF CUSTOMER SATISFACTION AS INTERVENING VARIABLE ON THE INFLUENCE OF DIVERSIFICATION OF PRODUCT, AFFORDABLE PRICE AND STORE ACCESSIBILITY TOWARDS CUSTOMER LOYALTY (STUDY ON INDOMARET RETAIL CONSUMERS)

Abstract

This study focuses on identifying the influence of the Diversification Of Product, Affordable Price, and Store Accessibility factors on Customer Loyalty by mediating Customer Satisfaction in a research study of Retail Indomaret in Pontianak City. Variations of research conducted using quantitative methods in the form of causal associative with data collection by means of questionnaires that have been carried out. The population distribution of the study was taken by 100 respondents in the quantitative method with a purposive sampling sample. The analysis used is through the Structural Equation Model (SEM) test in the SmartPLS 3.2.9 program. This research shows that Diversification Of Product, Affordable Price, and Store Accessibility has a positive and significant effect on Customer Satisfaction indirectly with a direct effect on Customer Loyalty which is significant and positive, Customer Satisfaction as a mediating latent variable has a significant and positive effect on Customer Loyalty.

Keywords: Diversification of Product, Affordable Price, Store Accessibility, Customer Satisfaction, Customer Loyalty