PENGARUH PERCEIVED QUALITY TERHADAP CUSTOMER LOYALTY PRODUK PARFUM PUCELLE MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA GENERASI Z DI KOTA BANDUNG

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Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Quality terhadap Customer Loyalty produk parfum Pucelle melalui Customer Satisfaction sebagai variabel mediasi pada Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data diperoleh dari 130 responden Generasi Z pengguna parfum Pucelle, dengan teknik pengumpulan data melalui kuesioner, Analisis data dilakukan dengan menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) untuk menguji pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian ini menunjukan bahwa Perceived Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction, dan Customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Loyalty. Selain itu, Customer Satisfaction terbukti memediasi pengaruh antara Perceived Quality dan Customer Loyaly.

This study aims to analyze the effect of Perceived Quality on Customer Loyalty of Pucelle perfume products through Customer Satisfaction as a mediating variable among Generation Z in Bandung. This research uses a quantitative approach with descriptive and verificative methods. Data were obtained from 130 Generation Z respondents who use Pucelle perfume, with data collection through questionnaires. Data analysis was conducted using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to test the direct and indirect effects between variables. The results of this study show that Perceived Quality has a positive and significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on Customer Loyalty. Additionally, Customer Satisfaction is proven to mediate the effect between Perceived Quality and Customer Loyaly.