PENGARUH REALITAS JAMINAN, KUALITAS PELAYANAN YANG DIINTERMEDIASI KEPUASAN MEMBER TERHADAP LOYALITAS MEMBER PADA PRODUK TUPPERWARE

Abstract

The purpose of this study was to describe and analyze the effect of reality assurance, service quality mediated by member satisfaction on Member Loyalty on Tupperware Products in West Semarang. The population in this study were users of Tupperware products in West Semarang. A total of 120 respondents were used as samples. Data were collected by distributing self-administered questionnaires using
Structural Equation Modeling (SEM) analysis on Amos.
This analysis is used to see the direct and indirect effects between variables.
The results of this study indicate that the Reality of Guarantee does not have a direct
influence on Member Loyalty. However, Service Quality towards Member Loyalty
through Member Satisfaction as an intermediary variable. In addition, the results of
this study indicate that indirectly member satisfaction cannot mediate the reality of
guarantees for member loyalty. Similarly, the quality of service to member loyalty.