PROMOTION AND PRODUCT QUALITY ON CUSTOMER LOYALTY: THE ROLE OF MEDIATION IN CUSTOMER SATISFACTION OF ERIGO PRODUCTS

Authors

  • Donny Arif Scopus ID 57209449733, Universitas Maarif Hasyim Latif, Sidoarjo
  • Riska Yulianti Universitas Maarif Hasyim Latif, Sidoarjo
  • Rezki Aulia Pramudita Universitas Maarif Hasyim Latif

DOI:

https://doi.org/10.51804/econ12.v6i1.11211

Keywords:

Promotion, Product Quality, Customer Satisfaction, Customer Loyalty

Abstract

The purpose of this study: is to examine the effect of promotion and product quality on customer loyalty: the mediating role of Erigo product customer satisfaction. This study uses descriptive quantitative research with a sampling technique, namely a random sampling technique with a sample of 100 respondents. Data was obtained by distributing questionnaires in the Sidoarjo area, Taman sub-district. The analysis technique used is path analysis with the help of the SmartPLS program. Based on the data analysis conducted in this study shows that promotions positively and significantly affect customer loyalty in purchasing Erigo products. Advertising ultimately and significantly affects customer satisfaction in purchasing Erigo products. Product quality substantially affects customer loyalty in purchasing Erigo products. Product quality positively and significantly affects customer satisfaction in product purchases. Customer satisfaction wholly and substantially affects customer loyalty in purchasing Erigo products.

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Published

2023-06-04

Issue

Section

Ecopreneur.12