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Original research THE INFLUENCE OF PRODUCT PRICE AND QUALITY ON SCARLET WHITENING CONSUMER LOYALTY IN GENERATION Z MEDIATED BY CONSUMER SATISFACTIONPages 301-310
Abstract
This research examines the influence of price and product quality on consumer loyalty for scarlet whitening in generation Z, mediated by consumer satisfaction in East Java, Indonesia as a population sample. The sampling technique used was purposive sampling technique with ages ranging from 18 years to 28 years and obtained 228 respondents. Data dissemination technique through online questionnaires. This data was processed using sem-pls 4.0. The results of the research found that price directly has a positive but not significant effect on consumer loyalty, price has a positive and significant effect on consumer satisfaction, product quality has a positive and significant effect on consumer loyalty, product quality has a positive and significant effect on consumer satisfaction, consumer satisfaction has an effect positive and significant on consumer loyalty, price has a positive and significant effect on consumer loyalty through consumer satisfaction as a mediating variable, and product quality has a positive and significant effect on consumer loyalty through consumer satisfaction as a mediating variable.
Keywords: Price, Product Quality, Consumer Loyalty, Consumer Satisfaction.
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Sudaryanto Sudaryanto, 
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