KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN
DOI:
https://doi.org/10.22441/mix.2018.v8i1.006Kata Kunci:
Keywords, quality, service, promotion, satisfaction, loyaltyAbstrak
Abstract. This study aims to examine the effect of service quality and promotiondirectly 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.
Unduhan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
