Influence Diversity Products and Quality Product To Loyalty Consumers To Consumers Bitzey Official in South Tangerang

Muhamad Arief Noor; Vitri Pujiriyanto; Muhammad Zafran Nurzaqif

Authors

Muhamad Arief Noor Lecturer of Ganesha Economic College /STIE Ganesha
Vitri Pujiriyanto Lecturer of Ganesha Economic College /STIE Ganesha
Muhammad Zafran Nurzaqif Student of Ganesha Economic College

Keywords:

Product Diversity, Product Quality, Consumer Loyalty, Buying Interest

Abstract

This study aims to determine how big the influence of product diversity and product quality on consumer loyalty at Bitzey Official which is mediated by purchasing interest. This study uses a causal associative quantitative approach, with a non-probability sampling technique using accidental sampling with a sample of 100 respondents in the area of south Tangerang. Hypothesis testing used is analysis using SmartPLS 3.2.9 software. The results of this study explain that product diversity does not have a positive and significant effect on consumer loyalty, product quality has a positive and significant effect on consumer loyalty, product diversity has a positive and significant effect on buying interest, product quality has a positive and significant effect on buying interest, buying interest can mediate product diversity on consumer loyalty, purchase intention can mediate product quality on consumer loyalty.

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