IJEBMR
ISSN: 2456-7760

Title:
CUSTOMER'S SATISFACTION AS A MEDIATOR OF THE EFFECT OF PRODUCT ATTRIBUTES ON THE LOYALTY OF HYPERMARKET CUSTOMERS IN MALANG CITY

Authors:
Wulan Murni Sulianti, Mahmud, Indonesia

Abstract:
This study is aimed to analyze the effect of product attributes on customer's loyalty by mediating customer's satisfaction. This research was conducted on giant hypermarket customers in Malang City, using a sample size of 140 respondents through Convenience sampling technique. The collected data were analyzed by using Structural Equation Model (SEM). The results showed that product attributes directly has a significant effect on the loyalty of giant hypermarket customers in Malang City. Customer's satisfaction plays a role as partial mediation from the indirect effect of the influence between product attributes on customer's loyalty

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