Kepuasan Konsumen Memediasi Kualitas Produk, Promosi, dan Loyalitas Konsumen
DOI:
https://doi.org/10.31539/q4xh0r68Abstract
This study aimed to test and analyze how the impact of product quality and promotion affects consumer loyalty through consumer satisfaction as an intervening variable on consumers of Mama Lemon products at PT Krui Sukses Makmur Bekasi. The research subjects were 100 consumers of PT. Krui Sukses Makmur Bekasi who were sampled. This study is descriptive and verification. The instrument testing method uses validity tests, reliability tests, and classical assumption tests. Data analysis in this study uses path analysis, coefficient of determination analysis, significance tests, and Sobel test analysis. The results show that product quality and promotion have a positive and significant effect on consumer satisfaction, product quality, promotion, and consumer satisfaction have a positive and significant effect on consumer loyalty, product quality and promotion have an effect on consumer loyalty through consumer satisfaction as an intervening variable. In conclusion, product quality and promotion increase customer loyalty both directly and through customer satisfaction as an intervening variable.
Keywords: Customer Loyalty, Customer Satisfaction, Product Quality, Promotion
References
Apriyani, R., & Anggarini, D. (2024). Pengaruh kualitas produk dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan Mie Gacoan di Bandar Lampung. Jurnal Ekonomi Efektif, 6(4), 537–545. https://doi.org/10.32493/JEE.v6i4.43050
Grand View Research. (2022). Dishwashing detergent market size, share & trends analysis report by product, distribution channel, region, and segment forecasts, 2022–2028. https://www.grandviewresearch.com/industry-analysis/dishwashing-detergent-market-report
Hasan, A. (2015). Marketing dan kasus-kasus pilihan. CAPS.
Kotler, P., & Keller, K. L. (2018). Manajemen pemasaran (Edisi ke-12, Jilid 2). Indeks.
Liana, Y. (2024). Pengaruh kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen pada perusahaan Shopee. Jurnal Ilmiah Ecobuss, 12(1), 77–85. https://doi.org/10.51747/ecobuss.v12i1.1866
Mahyoni, N. P., & Margono, H. (2023). Analisis kualitas produk, pelayanan, dan promosi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada bisnis kuliner di Fruitloc. Cakrawala Repositori IMWI, 6(4), 1315–1324. https://cakrawala.imwi.ac.id/index.php/cakrawala/article/view/466
Manihuruk, B. (2023). Analisis kualitas produk dan promosi terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening pada PT Shopee Indonesia. Journal Business and Management, 1(1), 11–23. https://ejournal.uhn.ac.id/index.php/business_management/article/view/614
Nurmin, A., & Kurniawan, F. (2021). Pengaruh kualitas pelayanan dan promosi terhadap loyalitas dengan kepuasan sebagai variabel intervening: Studi pada home industry produk pakaian sablon dan bordir. Jurnal Pemasaran Kompetitif, 4(2), 254–268. http://www.openjournal.unpam.ac.id/index.php/JPK
Putri, A. P. (2024). Pengaruh kepuasan konsumen dan pengalaman merek terhadap loyalitas merek yang dimediasi oleh kecintaan merek. Among Makarti: Jurnal Ekonomi dan Bisnis, 16(2). https://jurnal.stieama.ac.id/
Sari, M. (2018). Pengaruh promosi penjualan terhadap kepuasan pelanggan IndiHome di Kota Palembang. Jurnal Ecoment Global: Kajian Ekonomi dan Manajemen, 3(2), 129–139. http://ejournal.uigm.ac.id/index.php/EG/article/view/477
Setyaningsih, S. (2020). Penguatan sumber daya manajemen pendidikan melalui analisis jalur (path analysis) dan metode SITOREM. Alfabeta.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wardani, I. Y. (2022). Pengaruh kualitas produk dan promosi penjualan terhadap keputusan pembelian ulang melalui kepuasan pelanggan pada 200 Cafe and Food di Kota Malang. Jurnal Ekonomi, Manajemen dan Bisnis, 3(2), 89–100. https://doi.org/10.32815/jubis.v3i2.1524
Yustiana, E. (2024). Pengaruh kualitas produk, kualitas pelayanan, dan harga terhadap kepuasan konsumen di Toko Top Bakery Kota Metro [Skripsi sarjana, Institut Agama Islam Negeri Metro]. https://repository.metrouniv.ac.id/id/eprint/10985
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dwi Gemina, Yulianingsih, Desi Yusefa
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
