Effects of Product Price and Quality on Customer Loyalty toward CRSL Fashion Products through Customer Satisfaction in Indonesia's Online Market

Abstract

This study aims to examine the direct effects of product price and product quality on customer loyalty, as well as the indirect effects through customer satisfaction as a mediating variable, specifically among customers of CRSL fashion products in Indonesia’s online market. The research uses a quantitative approach, with data collected via an online questionnaire using Google Forms. The data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) via Smart PLS 4.1. The sample consisted of 159 respondents, selected using purposive sampling techniques. The results show that product price and product quality have a positive and significant effect on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction also has a positive and significant effect on customer loyalty and serves as a mediator in the relationship between product price and product quality and customer loyalty.