Jurnal Ekonomi
Vol. 11 No. 01 (2022): Jurnal Ekonomi, Periode Juni 2023

THE EFFECT OF PRODUCT QUALITY, PRICE, PROMOTION AND QUALITY OF SERVICE ON CUSTOMER LOYALTY IN PURCHASE DECISION MEDIATION (MSME CRAFTING BAGS FROM SYNTHESIS LEATHER MATERIAL IN BOJOASRI, KALITENGAH LAMONGAN) ANALYSIS OF THE STRUCTURE METHOD (SQUARE (PLEST

Abid Muhtarom (Prodi Magister Manajemen, Universitas Islam Lamongan)
Edie Sugiarto (Prodi Manajemen, Universitas Islam Lamongan)
Sabilar Rosyad (Prodi Manajemen, Universitas Islam Lamongan)
Moh Ma’ruf Dzawin Nadzar (Prodi Manajemen, Universitas Islam Lamongan)

Article Info

Publish Date
30 Jun 2022

Abstract

This study examines the effect of product quality, price, promotion, and service quality on customer loyalty of MSME Leather Handicraft Bags and purchasing decisions on customer loyalty. This research is quantitative descriptive. This research involves MSME customers of leather bags. This study took a sample of 150 people. SEM with Smart PLS 3.3.7 was used to analyze. According to the research, purchasing decisions are included in partial and full mediation, and product quality, price, and promotion have a positive and significant effect on customer loyalty, while service quality has a positive but not significant effect. Product quality, price, promotion, and service quality have an effect on purchasing decisions and customer loyalty at UMKM Handicraft Bags from Synthetic Leather in Bojoasri Kalitengah Lamongan

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...