Analysis of Shopping Behavior Effect on Customer Loyalty with Satisfaction as Intervening Variable at PT. Indofood Sukses Makmur, Tbk

ABSTRACT: This research aims to analyze the influence of people’s shopping behavior to form their loyaltymediated by customer satisfaction in consuming Indofood products, especially instant noodles (Indomie). Thenature of this research is quantitative estimation using purposive sampling technique. In this research, thepopulation is the people of the Cimanggis area, Depok – West Java as many as 150 respondents. The datacollection method was designed to apply the mechanism of using a questionnaire. Furthermore, this study analyzesthe effect of customer behavior variable (X) on customer loyalty variable (Y2) with satisfaction (Y1) as amediating variable for Indomie products at PT. Indofood SuksesMakmur, Tbk. The results of this research obtainedthat consumer behavior with dimensions of group (X1), culture (X2) and personality (X3); positive and significanteffect on customer loyalty mediated by customer satisfaction on Indomie products at PT. Indofood SuksesMakmur,Tbk.

KEYWORDS:Customer Behavior, Customer Satisfaction, Customer Loyalty