Analysis Of Product Quality And Promotion Towards Consumer Loyalty Mediated By Consumer Satisfaction (Case Study Of Two Binjai Burger)

Authors

  • Isnan sarwo prasetyo Universitas Pembangunan Panca Budi
  • Toyib Daulay Universitas pembangunan Panca Budi
  • Sri Rahayu Universitas Pembangunan Panca Budi
  • Elfitra Desy Surya Universitas Pembangunan Panca Budi
  • Nur Afrina Siregar Universitas Pembangunan Panca Budi

DOI:

https://doi.org/10.61306/ijmea.v1i2.51

Keywords:

Product Quality, Promotion, Consumer Loyalty, Consumer Satisfaction

Abstract

This research aims to test and analyze product quality and promotion on consumer loyalty which is mediated by Dua Burger Binjai consumer satisfaction. Consumer loyalty is an important aspect, so efforts are needed to increase customer loyalty by using several supporting aspects such as product quality, promotions, and consumer satisfaction. This type of research is quantitative research. The population in this research is Dua Burger consumers. The number of samples used in this research was 150 samples. The data analysis method used in this research uses the Structural Equation Model Partial Least Square (SEM-PLS). The results of this research are that product quality has a positive and significant effect on consumer satisfaction. Promotion has a positive and significant effect on Consumer Satisfaction. Consumer Satisfaction has a positive and significant effect on Consumer Loyalty. Product quality has a positive and significant effect on consumer loyalty. The promotion has a positive and significant effect on consumer loyalty. Product Quality has a positive and significant effect on Consumer Loyalty through Consumer Satisfaction. Promotion has a positive and significant effect on Consumer Loyalty through Consumer Satisfaction. Product Quality and Promotion have a positive and significant effect on Consumer Loyalty through Consumer Satisfaction.

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Published

28-12-2023

Issue

Vol. 1 No. 2 (2023): December 2023

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