ANALYSIS OF CONSUMER SATISFACTION AND CONSUMER LOYALTY OF POCARI SWEAT

This study aims to determine the effect of price, advertising appeal and product quality on consumer satisfaction and consumer loyalty of Pocari Sweat Dumai (case study of Batam Jaya Dumai consumers). This study uses primary data. The sampling technique in this study uses accidental sampling. The number of samples obtained was 150 respondents. The analysis method of this study uses descriptive analysis and several types of evaluations using SPSS software. From this study, it was concluded that price and product quality have a significant effect on consumer satisfaction while advertising appeal has a positive but insignificant effect on consumer satisfaction. Then the price variable and the advertising appeal variable do not have a significant effect on consumer loyalty, the product quality variable has a significant positive effect on consumer loyalty and the consumer satisfaction variable has a significant negative effect on consumer loyalty in Batam Jaya (Case study of Batam Jaya Dumai consumers).