Kepuasan Memediasi Pengaruh Kualitas Produk dan Harga Terhadap Retensi Pelanggan Motor Honda Jember

Abstract

The competitive motorcycle industry in Indonesia demands that companies focus not only on increasing sales but also on long-term customer retention. Customer retention is a strategic factor influenced by product quality, price, and customer satisfaction. This study aims to analyze the effect of product quality and price on customer retention, with customer satisfaction as a mediating variable among Honda motorcycle users in Jember Regency. This study uses a quantitative approach with an explanatory research method. Data were obtained by distributing questionnaires to 150 respondents who are Honda motorcycle customers in Jember, using a purposive sampling technique. Data analysis was performed using path analysis with the help of the SPSS program. The results show that product quality and price have a significant effect on customer satisfaction. In addition, product quality, price, and customer satisfaction also have a significant effect on customer retention. The mediation test using the Sobel test proves that customer satisfaction can significantly mediate the effect of product quality and price on customer retention. This study concludes that improving product quality and setting prices that are in accordance with purchasing power and perceived benefits can increase satisfaction, which ultimately has an impact on increasing Honda motorcycle customer retention in Jember.