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description Journal article public Jurnal Ilmiah Dinamika Ekonomi dan Bisnis

Pengaruh Produk dan Harga terhadap Loyalitas Konsumen dengan Keputusan Pembelian sebagai Variabel Mediasi pada PT.Pertani (Persero) Cabang Pekalongan

Budi Susdiarto Adi Eko Priyono Endang Swastuti
Diterbitkan 2013

Abstrak

This research aimed to analyze the effect of the product and price to customer loyalty. In addition, this research also aims to analyze the effect of mediating variables purchasing decisions on relationship between product and price to consumer loyalty.Population is taken consumers who purchase rice seeds at PT. Pertani (Persero) Pekalongan Branch. Samples are taken about 100 respondents. A questionnaire was used for Data collection method. The analysis technique used is the Structural Equation Model (SEM).The results showed that: 1) Product had positive and significant impact to purchasing decisions. 2) Price had positive and significant impact to purchasing decisions. 3) Purchasing decision had positive and significant impact to customer loyalty rice seeds PT. Pertani (Persero) Pekalongan Branch.

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