PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI OLEH KEPUASAN KONSUMEN PADA PRODUK POP MIE DI KOTA BANDUNG

This research aims to analyze the influence of product quality on consumer loyalty which is mediated by consumer satisfaction with Pop Mie products in Bandung City. This research uses a quantitative approach with a survey method by distributing questionnaires to 140 respondents who have consumed Pop Mie in the last three months. The sampling technique uses purposive sampling. Data analysis was carried out using simple and multiple regression to test three direct hypotheses, and the Sobel test to test mediation effects. The research results show that product quality has a positive and significant effect on consumer satisfaction. However, product quality does not have a direct effect on consumer loyalty. On the other hand, consumer satisfaction has been proven to have a positive and significant effect on consumer loyalty. Apart from that, consumer satisfaction also acts as a significant mediator in the relationship between product quality and consumer loyalty. These findings emphasize the importance of creating satisfaction as the key to building loyalty towards Pop Mie products