PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN
PADA PT SUMBER ALFARIA TRIJAYA TBK (ALFAMART) CABANG TEMBAGA RAY
Keywords:
Service Quality, Promotion, Price, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to analyze the effect of service quality, promotion, and price on customer loyalty, both directly and indirectly through customer satisfaction as an intervening variable. The research focuses on consumers of PT Sumber Alfaria Trijaya Tbk (Alfamart) Tembaga Raya Branch, which faces challenges in maintaining customer loyalty amid fluctuating customer numbers and a high level of complaints related to service, promotion, and pricing. This research is relevant given the importance of marketing and service strategies in enhancing customer satisfaction and building loyalty in the retail sector.
This study employs a quantitative approach with an associative method. The sample consisted of 210 respondents, selected using a non-probability sampling technique from Alfamart customers at the Tembaga Raya branch. Data were collected through a questionnaire and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The research model includes the direct relationships between independent variables (service quality, promotion, and price) on customer satisfaction and loyalty, as well as indirect relationships mediated by satisfaction.
The results show that service quality has no significant effect on either customer satisfaction or loyalty. Promotion has a significant effect on customer satisfaction, but not on customer loyalty. Price has a positive and significant effect on customer satisfaction, yet does not significantly affect customer loyalty. Meanwhile, customer satisfaction has a positive and significant effect on customer loyalty.
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