Meningkatkan Loyalitas Pelanggan Melalui Kepuasan Yang di Pengaruhi oleh Kualitas Produk dan Gaya Hidup Pada Produk Smartphone iPhone

Abstract

The development of telecommunications technology from year to year is increasing and moving very quickly, this is supported by the increasingly sophisticated telecommunications equipment and the need for information that is increasing by the public. The purpose of this study is to test and analyze the influence of Product Quality, Lifestyle, on Customer Loyalty through Customer Satisfaction on Iphone Smartphone products. This research was conducted in April – July 2022 by distributing questionnaires online through a g-form with a total of 130 respondents and an inference tool used by SEM-Smart PLS. The findings of this study are that Product Quality has a positive effect on Customer Satisfaction, Lifestyle has a positive effect on Customer Satisfaction, Customer Satisfaction with Customer Loyalty, and Customer Satisfaction is able to mediate the relationship between Product Quality, Lifestyle and Customer Loyalty.