Pengaruh Promosi dan Kualitas Layanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jumbidter.v3i3.1641Keywords:
Customer Loyalty, Customer Satisfaction, Promotion, Restaurant, Service QualityAbstract
This study aims to examine the effects of promotion and service quality on customer loyalty through customer satisfaction as an intervening variable at Marugame Udon Majapahit Semarang. The study employed a quantitative survey approach. Data were collected using questionnaires from customers of Marugame Udon Majapahit Semarang, with 100 observations used in the statistical analysis and purposive sampling as the sampling technique. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, t-tests, and Sobel tests. The findings show that promotion has a positive and significant effect on customer satisfaction, while service quality has a positive and significant effect and represents the stronger predictor of satisfaction. Promotion has a positive but statistically insignificant direct effect on customer loyalty. In contrast, service quality and customer satisfaction have positive and significant effects on customer loyalty. The Sobel test indicates that customer satisfaction does not significantly mediate the relationship between promotion and customer loyalty, whereas customer satisfaction significantly mediates the relationship between service quality and customer loyalty. These findings imply that promotional activities are useful for generating satisfaction but are not sufficient by themselves to establish loyalty. Management should therefore prioritize consistent service quality and customer experience while maintaining relevant promotional programs.
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