MODEL STRUKTURAL PENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PRODUK PON’S

Abstract

The study aimed to examine the influences of: product atribute on customer satisfaction, product atribute on customer loyalty, customer satisfaction on customer loyalty. The population of the study was all womens that buying and using Pond’s product in Jember Regency. The sample size was 100 respondents. A purposive sampling with disproportional alocation used to determine the sampel. The main instrument in this study is questionaire. The analysis used to examine the hypothesis of the study is Structural Equation Modeling using AMOS Version 5.0 software. The result of the study show that: the product atribute influences significanly the customer satisfaction, the product atribute influences significanly the customer loyalty, the customer satisfaction influences significanly the customer loyalty Pond’s Product in Jember Regency