The Quality of Service and Marketing Strategy to the Satisfaction and its Impact on Customer Loyalty in Mutiara Cahaya Tegal Regency


Widiyanto, - (2018) The Quality of Service and Marketing Strategy to the Satisfaction and its Impact on Customer Loyalty in Mutiara Cahaya Tegal Regency. Journal of Economic Education, 7 (2). pp. 77-83. ISSN 2301-7341

[thumbnail of 12. The Quality of Service and Marketing Strategy to the Satisfaction and its Impact on Customer Loyalty in Mutiara Cahaya Tegal Regency - KUSDIYANTO UNNES.pdf]
Preview
PDF
Download (159kB) | Preview

Abstract

Today’s the competition in the retail business is very tight, so retail businesses must pay attention to the factors that can influence the development of their business. One of the factors that must be considered is customer loyalty. The objectives of this study are to determine the effect of service quality and product marketing strategy for customer satisfaction, as well as its impact on customer loyalty at Mutiara Cahaya Supermarket Tegal Regency. This study used a quantitative descriptive to explain the causality relationship between service quality and marketing strategies on customer satisfaction, and their impact on customer loyalty. The population was all Mutiara Cahaya Supermarket customers who had a member card with a total sampling of 100 people by using a incidental sampling technique. The research instrument used a questionnaire. Data analysis used multiple regression and path analysis. The results show that there is an influence of service quality and marketing strategy on customer satisfaction, there is an influence of service quality and marketing strategy on customer loyalty. The conclusion shows that there is no influence of service quality on customer loyalty through customer satisfaction, and there is an influence of marketing strategies on customer loyalty through customer satisfaction.

Item Type: Article
Uncontrolled Keywords: service quality, marketing strategy, customer satisfaction, customer loyalty.
Subjects: H Social Sciences > HC Economic History and Conditions > Populist Economy
H Social Sciences > HM Sociology
Fakultas: Fakultas Ekonomi > Pendidikan Ekonomi, S1
Depositing User: dina nurcahyani perpus
Date Deposited: 19 May 2021 02:17
Last Modified: 19 May 2021 02:17
URI: http://lib.unnes.ac.id/id/eprint/43936

Actions (login required)

View Item View Item