Building Customer Loyalty through Product Quality, Price, and Customer Experience: The Mediating Role of Customer Satisfaction

Ivan Kharisma; Putu Nina Madiawati; Yogi Suprayogi

doi:10.55927/ajabm.v5i2.44

Authors

Ivan Kharisma Telkom University
Putu Nina Madiawati Telkom University
Yogi Suprayogi Telkom University

DOI:

https://doi.org/10.55927/ajabm.v5i2.44

Keywords:

Product Quality, Price, Customer Experience, Customer Satisfaction, Customer Loyalty

Abstract

This study analyzes the effects of product quality, price, and customer experience on customer loyalty, with customer satisfaction as a mediating variable, in the local perfume brand Aulannisa in Bandung. The research is driven by fluctuating sales performance and evidence that high repurchase rates do not necessarily indicate strong customer loyalty. A quantitative approach was applied using purposive and snowball sampling techniques, involving 150 respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results demonstrate that product quality, price, and customer experience significantly affect customer satisfaction. In addition, customer satisfaction exerts a strong influence on customer loyalty and serves as a significant mediating variable. These findings indicate that customer loyalty is shaped by evaluative processes rather than mere behavioral repetition.

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