The Role of Product Quality and Consumer Satisfaction in Increasing Consumer Loyalty (Marketing Management Literature Review)
DOI:
https://doi.org/10.38035/gijes.v1i2.283Keywords:
Product Quality, Consumer Satisfaction, Purchase DecisionAbstract
Literature Review The Role of Product Qualityand Consumer Satisfaction in Increasing Consumer Loyalty is a scientific article with the aim of analyzing whether product quality and consumer satisfaction play a role in consumer loyalty. The method of writing a literature review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other online media. The results of this article are: 1) Product Quality plays a role in Consumer Loyalty; 2) Consumer Satisfaction plays a role in Consumer Loyalty; Apart from these 3 exogenous variables that influence the endogenous variable of Purchasing Decisions, there are still many other factors including brand image, promotion, price.
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