The Influence of Location, Price, and Product Promotion on Consumer Loyalty Through Consumer Satisfaction in Housing: A Study of PT Expert Jaya Group, Bogor Regency

Abstract

This study examines the influence of location, price, and product promotion on consumer loyalty, both directly and indirectly through consumer satisfaction as an intervening variable, among housing consumers of PT Expert Jaya Group in Bogor Regency, Indonesia. Using a quantitative associative design, data were collected from 268 respondents through a five-point Likert-scale questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0. The results show that location, price, and promotion each have a positive and significant effect on consumer satisfaction. Location, price, and satisfaction also have a positive and significant direct effect on consumer loyalty, whereas promotion does not significantly affect loyalty directly. All three exogenous variables influence loyalty positively and significantly through consumer satisfaction, confirming satisfaction as a partial mediator. These findings extend the Theory of Planned Behavior and Expectation-Confirmation Theory into the residential property context and offer practical guidance for property developers seeking to strengthen long-term customer relationships.