Membangun Loyalitas Pelanggan: Peran Kepuasan dalam Menghubungkan Kualitas Produk dan Promosi

Rosa  Yuliati; Nur  Hidayati; Siti  Asiyah

doi:10.29407/nusamba.v9i1.21833

Authors

Rosa Yuliati Program Magister Manajemen, Universitas Islam Malang, Indonesia
Nur Hidayati Universitas Islam Malang
Siti Asiyah Universitas Islam Malang

DOI:

https://doi.org/10.29407/nusamba.v9i1.21833

Keywords:

Product quality, Promotion, Customer Satisfaction, Customer Loyalty

Abstract

Research aim: This study aims to determine the direct and mediating effects between product quality and promotion on customer satisfaction and customer loyalty in the Kattoen brand.

Methods: This research uses a non-probability sampling method.

Finding: The results showed that product quality and promotion had no significant effect on customer loyalty, customer satisfaction had a significant effect on customer loyalty, product quality had no significant effect on customer satisfaction, and promotion had a significant effect on customer satisfaction. Customer satisfaction does not mediate the influence between product quality on customer loyalty, customer satisfaction mediates the influence between promotions on customer loyalty.

Theoretical contribution/Originality: This research proves that promotional activities on social media are very effective.

Practitioner/Policy implication: Customer satisfaction is proven to be able to increase customer loyalty, to create customer loyalty, the company must improve product quality and promotional strategies properly.

Research limitation: The research was only conducted in Malang City

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