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Journal : MIX : Jurnal Ilmiah Manajemen

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KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN Novianti Novianti; Endri Endri; Darlius Darlius
MIX: JURNAL ILMIAH MANAJEMEN Vol 8, No 1 (2018): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (661.77 KB) | DOI: 10.22441/mix.2018.v8i1.006

Abstract

Abstract. This study aims to examine the effect of service quality and promotiondirectly to customer satisfaction and customer loyalty. This study also examines theinfluence of service quality and promotion indirectly to customer loyalty throughcustomer satisfaction. The study was conducted on 175 customers of Cikarang MedikaFarma Pharmacy taken with simple random sampling technique and given questionnaire72 statement with Likert Scale to measure response to research variables. After testingthe validity and reliability, as well as the prerequisite test, conducted path analysis testusing software Lisrel 8.80. The results showed that there was a significant direct effectbetween service quality and promotion on customer satisfaction as well as on customerloyalty. Service quality also has a positive and significant indirect impact on customerloyalty through customer satisfaction. Promotion has a positive and significant indirecteffect on customer loyalty through customer satisfaction.
Co-Authors A Mualif Andrizal Andrizal Athena Anwar Darlius Darlius Dina Bisara ENDRI ENDRI Eva Laelasari Felly Philipus Senewe Joko Irianto Muhammad Amin Ning Sulistiyowati Nurazmah Nurazmah Oster Suriani Simarmata Oster Suriani Simarmata Pargito Pargito Pariatmono Sukamdo Rachmalina S Prasodjo Siti Khaulah, Siti Khaulah Suci Rahmawati Sudjarwo Sudjarwo Suparmi Suparmi Susy Widhiyanti Tridiyawati, Feva Tuti Anggriani Utama Wan Mariatul Kifti