PENGARUH DIFERENSIASI TERHADAP LOYALITAS PELANGGAN DIMANA KEPUASAN PELANGGAN SEBAGAI INTERVENING VARIABEL

Abstract

The purpose of this research is to describe the influence of differentiation on customer loyalty, where customer satisfaction treated as intervening variable. Data was analyzed by structural equation modeling (based on components partial least squares path modeling (PLS-SEM). The results showed that differentiation and customer satisfaction directly affect    significantly customer loyalty, and satisfaction. Then  customers satisfaction    mediate indirectly    differentiations and  customer loyalty. Hence it is proved that  Alfamart has  to create customer satisfaction and reached the higher level  of loyalty   besides resting on the differentiation prices and location. Additionally  differentiation is the core of Alfamart should be developed creatively  to make them be positioned as modern retailer.