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All Journal Journal of Business Studies and Management Review
Dara Sonia
Universitas Jambi
Decision Sciences, Operations Research & Management Social Sciences

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THE EFFECT OF LOKALATE PRODUCT QUALITY ON THE CUSTOMER LOYALTY THROUGH BONUS PACK PROMOTION IN JAMBI CITY Dara Sonia; Syahmardi Yacob; Musnaini Musnaini
Journal of Business Studies and Management Review Vol. 5 No. 1 (2021): JBSMR, Vol. 5 No.1, December 2021
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (221.638 KB) | DOI: 10.22437/jbsmr.v5i1.16655

Abstract

The research purpose is to examine the effect of Local Product Quality on Customer Loyalty through Bonus Pack Promotion at Jambi City. Delivery questionnaires with several 125 respondents carried out the data collection. The data testing techniques used validity and reliability tests, R-square tests, and hypothesis testing—the research finds that Local Product Quality has a positive and significant effect on Customer Loyalty. Local Product Quality has a positive and significant impact on Bonus Pack Promotion. Moreover, Bonus Pack Promotion has a positive and significant impact on Customer Loyalty. However, Local Product Quality on the Customer Loyalty through Bonus Pack Promotion has no effect.
Co-Authors Musnaini Musnaini Syahmardi Yacob