THE MEDIATION ROLE OF CUSTOMER SATISFACTION ON THE INFLUENCE OF PRICE PERCEPTION, PRODUCT QUALITY, AND SERVICE QUALITY TO CUSTOMER LOYALTY

The objective of this study is to examine effect price perception, product quality, customer satisfaction, and service quality on loyalty. also examines the mediating role satisfaction perceived price, loyalty bonanza sweet corn seeds PT. East-West Seed Indonesia that marketed in Brebes District, Central Java Indonesia. Quantitative research method was employed generate 106 respondents through purposive sampling, analized with multiple regression analysis Sobel test. are dealers (customers) Dealers have duty make sure seed producer fulfills their need other sides, serves all needs farmers as partner area. finds a positive loyalty, mediates Brebes. Referred these findings, it can be implied an effort continuously improve management East West should implement appropriate policies related Bonanza future studies may replicate contexts comparison models will give more understanding. KEYWORDS: Perceived Price, Product Quality, Service Customer Satisfaction, Loyalty.