Main Article Content
Abstract
This study aims to determine and analyze the effect of product quality and promotion on customer satisfaction and its impact on customer loyalty at PT Mahakarya Sejahtera Indonesia (MSI) as well as knowing and analyzing the variables that influence both directly and indirectly on customer loyalty. Data collection using a questionnaire with the number of respondents was 120 people. The method of analysis used in this study is a quantitative method, through testing the path of analysis. Research shows that product quality has a significant effect on customer satisfaction; promotion has a significant positive effect on customer satisfaction; product quality has no significant effect on customer loyalty; promotion has a significant positive effect on customer loyalty; customer satisfaction has a significant positive effect on customer loyalty; Product quality has a significant positive effect on customer loyalty through customer satisfaction; and promotion has a significant positive effect on customer loyalty through customer satisfaction.
Keywords: Product Quality, Promotion, Satisfaction and Loyalty.
Article Details
References
- Damayanti. 2015. Pengaruh Kualitas Produk dan Brand Imageterhadap Loyalitas Pelanggan dengan Kepuasan Konsumen sebagai Variabel Intervening. UNNES.
- Endar, Sugiyono. 2014. Pengaruh persepsi produk, harga dan Promosi terhadap Omset Penjualan. UNNES.
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References
Damayanti. 2015. Pengaruh Kualitas Produk dan Brand Imageterhadap Loyalitas Pelanggan dengan Kepuasan Konsumen sebagai Variabel Intervening. UNNES.
Endar, Sugiyono. 2014. Pengaruh persepsi produk, harga dan Promosi terhadap Omset Penjualan. UNNES.
Kotler, Philip and Kevin Lane Keller, 2016. Marketing Management, 15th Edition, Pearson Education, Inc.
Kotler, Philip and Kevin Lane Keller, 2012. Marketing Management, Edisi 14, New Jersey: Prentice- Hall Published.
Rahmadani, Suardana, Samudra. 2019. Pengaruh Kualitas pelayanan, Produk, Harga dan Lokasi Terhadap Loyalitas Pelanggan dengan kepuasan Pelanggan sebagai Variabel Intervening Pada UD. Eva Group Mataram. Valid Jurnal Ilmiah Vol. 16 No. 1
Rimawan, Mustofa, Mulyanto. 2017. The Influence of Product Quality, Service Quality and Trust on Customer Satisfaction and Its Impact on Customer Loyalty (Case Study PT ABC Tbk).
Suwono, L.V., Sihombing, S.O., 2016.Factors Affecting Customer Loyalty ofFitness Centers: An Empirical Study.Jurnal Dinamika Manajemen.Vol. 7,45–55.