PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (STUDI PENGGUNAAN PRODUK APPLE IPHONE PADA MASYARAKAT DI YOGYAKARTA)

The research aims to analyze the influence of product quality, price perception and brand image on customer loyalty through customer satisfaction. The subject in this study was the user of Apple iPhone products in the community in Yogyakarta. This study used primary data with a sample of 150 respondents selected using purposive sampling. Data collection is carried out through the dissemination of questionnaires. The data analysis used is an influence test with the Structural Equation Model (SEM) testing method, supported by the AMOS program. Based on the results of research obtained that product quality has a significant positive effect on customer satisfaction, price perception has a significant positive effect on customer satisfaction, brand image has a significant positive effect on customer satisfaction. Product quality has an insignificant effect on customer loyalty, price perception has an insignificant effect on customer loyalty and brand image has an insignificant effect on customer loyalty. Customer satisfaction has a significant positive effect on customer loyalty. Product quality affects customer loyalty through customer satisfaction, price perception affects customer loyalty through customer satisfaction and brand image affects customer loyalty through customer satisfaction.