PENGARUH KUALITAS PRODUK, HARGA PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN VARIABEL MODERASI FAKTOR SOSIAL PADA BODY LOTION HERBORIST DI RANTAUPRAPAT

SEPTI ANANDA RITONGA, NPM 2101100146 (2025) PENGARUH KUALITAS PRODUK, HARGA PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN VARIABEL MODERASI FAKTOR SOSIAL PADA BODY LOTION HERBORIST DI RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL MANAJEMEN, 15 (1). pp. 64-77. ISSN 2541-4368 (e-ISSN) 2038-7658 (p-ISSN)

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Abstract

This study aims to examine the influence of product quality and price on customer loyalty of HERBORIST Body Lotion in the Rantau Prapat area, with social factors considered as a moderating variable. This research adopts a quantitative approach using a survey method, involving 96 respondents who have purchased the product at least twice. The findings reveal that product quality (t=2.435), product price (t=3,516), and social factors (t-2.228) significantly influence customer loyalty. These result indicate date better product quality and competitive pricing, combined with positive social influences, enhance customer loyalty towards HERBORIST Body Lotion. The study contributes valuable insights for developing more effective marketing strategies to strengthen customer satisfaction and loyalty in the local market. Keywords : Product Quality, Price, Customer Loyalty, Social Factors, Marketing Strategy

Item Type:	Article
Uncontrolled Keywords:	Product Quality, Price, Customer Loyalty, Social Factors, Marketing Strategy
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	19 Jun 2025 04:49
Last Modified:	19 Jun 2025 04:49
URI:	http://repository.ulb.ac.id/id/eprint/1497

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