Pengaruh Pemasaran Online Terhadap Loyalitas Pelanggan Kedai Kopi Janji Jiwa Probolinggo Dengan Kepuasan Sebagai Variabel Intervening Pada Masa Pandemi

Abstract

Abstract

 

This study aims to determine the effect of online marketing on customer loyalty through partial or simultaneous satisfaction. This research is a type of expalanatory research. The population of this research is the customers of the Janji Jiwa Probolinggo coffee shop which opened 6,500 customers. The sampling technique used in this study was purposive sampling technique consisting of 98 respondents with predetermined criteria. This study uses quantitative methods, data collection uses a questionnaire method with a likert scale as a measuring tool for respondents answers. Data analysis used path analysis and sobel test. The results of this study indicate that online marketing has a positive and insignificant effect on satisfaction, online marketing has a positive and insignificant effect on loyalty, satisfaction has a significant positive effect on loyalty. Sobel test result show that satisfaction is not able to mediate the effect of online marketing on loyalty.

 

Keyword: online marketing, satisfaction, and customer loyalty