Pengaruh Digital Marketing, Persepsi Harga, Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Family Mart Cipayung
DOI:
https://doi.org/10.37385/msej.v7i4.10736Keywords:
Digital Marketing, Persepsi Harga, Kualitas Layanan, Loyalitas Pelanggan, Kepuasan PelangganAbstract
Penelitian ini untuk menganalisis pengaruh Digital Marketing, Persepsi Harga, Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan. Sampel penelitian sebanyak 115 orang responden. Pendekatan penelitian adalah metode kuantitatif. Teknik pengumpulan data dilakukan dengan kuesioner dengan skala likert 1 sampai 5. Teknik analisis data menggunakan SmartPLS 4. Temuan penelitian menunjukkan bahwa digital marketing tidak pengarub terhadap kepuasan pelanggan maupun loyalitas pelanggan. Persepsi harga dan kualitas layanan tidak berpengaruh langsung terhadap loyalitas,tetapi keduanya berpengaruh langsung terhadap loyalitas. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas serta memediasi pengaruh persepsi harga dan kualitas layanan terhadap loyalutas,namun tidak memidiasi pengaruh digital marketing. Temuan ini menegeaskan bahwa dalam layanan family mart cipayung, loyalitas lebih ditentukan oleh kepuasan atas kualitas layanan,
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