KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN

Novianti Novianti, Endri Endri, Darlius Darlius

Abstract


Abstract. This study aims to examine the effect of service quality and promotion
directly to customer satisfaction and customer loyalty. This study also examines the
influence of service quality and promotion indirectly to customer loyalty through
customer satisfaction. The study was conducted on 175 customers of Cikarang Medika
Farma Pharmacy taken with simple random sampling technique and given questionnaire
72 statement with Likert Scale to measure response to research variables. After testing
the validity and reliability, as well as the prerequisite test, conducted path analysis test
using software Lisrel 8.80. The results showed that there was a significant direct effect
between service quality and promotion on customer satisfaction as well as on customer
loyalty. Service quality also has a positive and significant indirect impact on customer
loyalty through customer satisfaction. Promotion has a positive and significant indirect
effect on customer loyalty through customer satisfaction.

Keywords


Keywords: quality, service, promotion, satisfaction, loyalty

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DOI: http://dx.doi.org/10.22441/mix.2018.v8i1.006

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