Peran Customer Satisfaction Memediasi Product Differentiation Terhadap Customer Loyalty

Abstract

Loyalty is a deep enduring customer commitment to re-subscribe or makes repeat purchases. The purpose of this study was to determine the effect of customer satisfaction and product differentiation on customer loyalty and the role of customer satisfaction in mediating the effect of product differentiation on customer loyalty. This research was conducted at Puri Gangga Resort Ubud. The number of samples taken was 99 respondents. the data analysis technique is path analysis. The test results show product differentiation has a positive and significant effect on customer loyalty. Product differentiation has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction is able to mediate the effect of product differentiation on customer loyalty. The suggestion of this research is that in terms of product differentiation, the company should adjust its pricing again, especially during a pandemic like this. In terms of customer satisfaction, the company should try to find out what consumers want because each consumer often has different desires. In terms of customer loyalty, it is better to increase the loyalty that consumers have so that they want to come back to stay.