ANALYSIS OF FACTORS INFLUENCING CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELING METHOD.
Relationship Between Variables
Abstract
UMKM are productive businesses run by individuals or groups as micro businesses. UD. Riskika is the first UMKM to operate until now in the manufacture of milk candy which is chaired by Mrs. Siti Aisyah. Sales of milk candy products often increase or decrease every year due to the emergence of competitors offering similar products. As a result, sales of the milk candy dropped sharply due to sluggish demand. In this study, data collection was carried out by observation and interviews with 100 respondents which were the sample in the study. The aim is to analyze whether there is a significant influence between product quality, price, service quality, promotion and consumer satisfaction on consumer loyalty using the SEM method with the help of SMARTPLS Version 4 software in processing and analyzing data. Based on the results of SEM by looking at the statistical T values for all variables, only variable X1 has a significant influence on variable Y with a value of 72,613.
