Journal of Business Studies and Management Review
Vol. 5 No. 1 (2021): JBSMR, Vol. 5 No.1, December 2021

THE EFFECT OF LOKALATE PRODUCT QUALITY ON THE CUSTOMER LOYALTY THROUGH BONUS PACK PROMOTION IN JAMBI CITY

Dara Sonia (Universitas Jambi)
Syahmardi Yacob (Universitas Jambi)
Musnaini Musnaini (Universitas Jambi)

Article Info

Publish Date
31 Dec 2021

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.

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Journal Info
Journal of Business Studies and Management Review
Website

Abbrev

jbsmr

Publisher

Universitas Jambi

Subject

Decision Sciences, Operations Research & Management Social Sciences

Description

The aim of the Journal of Business Studies and Management Review (JBSMR)  is to be a unique journal in its provision of extraordinary services like quick and professional correspondence with authors, fair and comprehensive articles’ double-blind peer review, prompt results of reviews by our ...