PERAN KEPUASAN PELANGGAN SEBAGAI MEDIATOR DALAM HUBUNGAN EDUKASI PENETAHUAN PRODUK DAN PERSEPSI MANFAAT PRODUK TERHADAP LOYALITAS KONSUMEN YAKULT(Study Kasus: Pelanggan Yakult Cabang Solo)

Santoso, Eko (2025) PERAN KEPUASAN PELANGGAN SEBAGAI MEDIATOR DALAM HUBUNGAN EDUKASI PENETAHUAN PRODUK DAN PERSEPSI MANFAAT PRODUK TERHADAP LOYALITAS KONSUMEN YAKULT(Study Kasus: Pelanggan Yakult Cabang Solo). Thesis thesis, Universitas BPD.

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Abstract

This study analyzes the impact of product knowledge education and perceived product benefits on customer satisfaction and loyalty of Yakult in Solo Branch. Using a quantitative approach, data was collected from 301 customers through questionnaires. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results showed that product knowledge education (t-statistic 2.6; p-value 0.0) and perceived product benefits (t-statistic 7.5; p-value 0.0) positively and significantly influenced customer satisfaction. In addition, customer satisfaction was shown to have a positive and significant influence on customer loyalty (t-statistic 9.0; p-value 0.0). However, product knowledge education and perceived product benefits did not have a significant direct influence on customer loyalty. However, this study found that product knowledge education (t-statistic 2.7; p-value 0.0) and perceived product benefits (t-statistic 5.1; p-value 0.0) indirectly influence customer loyalty through the mediation of customer satisfaction. Thus, it can be concluded that customer satisfaction acts as a major factor in building loyalty, with product knowledge education and perceived product benefits contributing to loyalty indirectly through their role in increasing satisfaction. Keywords: product knowledge education, perceived benefits, customer satisfaction, customer loyalty, Yakult.

Item Type: Thesis (Thesis)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S2
Date Deposited: 17 Oct 2025 07:14
Last Modified: 17 Oct 2025 07:14
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/2857

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