Research Paper
Year: 2019 | Month: November | Volume: 6 | Issue: 11 | Pages: 79-85
The Effect of Country of Origin, Price and Quality Perception on Customer Satisfaction and Loyalty at Della Collection Store Medan
Della Ayu Monica, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring
Master of Management, Universitas Sumatera Utara, Indonesia
Corresponding Author: Della Ayu Monica
ABSTRACT
The purpose of this study was to determine and analyze the influence of country of origin, price and quality perception on customer satisfaction and loyalty at Della Collection Store Medan. Theory used was marketing management regarding country of origin, price and quality perception and consumer behavior. This type of research is quantitative descriptive research. The population is 3600 people. Determination of sample size using purposive sampling techniques and slovin formula, with error tolerance = 10%, so that a sample of 98 respondents was obtained. Research data were collected through interviews, questionnaires and study documentation. Data analysis techniques in this study used multiple regression analysis at the significance level = 0.05 and path analysis. The results of the research on the first structural equation show that country of origin, price and quality perception have a positive and significant effect on customer loyalty, and country of origin, price and quality perception have a positive and significant effect on customer satisfaction. The second structural equation shows that country of origin, price, quality perception and customer satisfaction have a positive and significant effect on customer loyalty. Based on the direct effect, it is known that country of origin, price and quality perception have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and country of origin, price and quality perception have a positive and significant effect on customer satisfaction. Based on the indirect effect, it is known that country of origin, price and quality perception have a positive and significant effect on customer loyalty through customer satisfaction.
Key words: Country of Origin, Price, Quality Perception, Customer Satisfaction, Customer Loyalty
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