Pengaruh Promosi Dan Kualitas Produk Terhadap Loyalitas Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Pesenkopi Dinoyo Kota Malang

Abstract

Abstract

This research was conducted at the Faculty of Economics and Business, Islamic University of Malang Jl. Major General Haryono No. 193 Lowokwaru District, Malang City, East Java 65144. The type of research used is explanatory research with a quantitative approach. The purpose of this study was to determine the effect of promotion and product quality on customer loyalty with customer satisfaction as an intervening variable. The independent variables used are promotion and product quality, the dependent variable is customer loyalty, while the intervening variable is customer satisfaction. The sample used in this study was 90 respondents who were Pesenkopi consumers. Data collection techniques using a questionnaire. The analytical method used is the instrument test, path analysis, Sobel test, f test and t test using SPSS 16.0 computer software for data processing. The results of this study indicate that promotion and product quality have a direct effect on customer loyalty and satisfaction, customer satisfaction has a direct effect on customer loyalty, customer satisfaction is only able to mediate product quality on customer loyalty while customer satisfaction is not able to mediate promotion variables on customer loyalty Pesenkopi.

Keywords: Promotion, Product Quality, Customer Loyalty and Customer Satisfaction