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

D. Arif, Riska Yulianti
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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.
促销和产品质量对顾客忠诚度的影响:对回力产品顾客满意度的中介作用
本研究的目的是检验促销和产品质量对顾客忠诚的影响,即Erigo产品顾客满意度的中介作用。本研究采用描述性定量研究,采用抽样技术,即随机抽样技术,样本为100名受访者。数据是通过在塔曼街道Sidoarjo地区分发调查问卷获得的。使用的分析技术是路径分析与SmartPLS程序的帮助。通过本研究的数据分析表明,促销活动对客户购买Erigo产品的忠诚度有显著的正向影响。广告最终且显著地影响着顾客购买Erigo产品的满意度。产品质量在很大程度上影响着客户购买Erigo产品的忠诚度。产品质量正向显著影响顾客购买产品的满意度。顾客满意度全面而实质性地影响着顾客在购买Erigo产品时的忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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