Sandy Anggoro Yudha, Bintara and -, Prof. Ihwan Susila, S.E., M.Si., Ph.D. and -, Dr. Muzakar Isa, S.E., M.Si. (2024) Pengaruh Kualitas Produk, Brand Image, Digital Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Intervening Pada Pengguna Produk Elite Springbed. Thesis thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Customer loyalty is defined as people who buy, especially those who buy regularly and repeatedly. This research aims to analyze the influence of product quality, brand image and digital marketing on customer loyalty through satisfaction as an intervening variable for Elite Spring Bed product users. In this research, data was collected through a questionnaire totaling 200 respondents who were users of the Elite Spring Bed product. The research results show that product quality and brand image have a significant positive effect on customer satisfaction, while digital marketing does not significantly affect customer satisfaction. The results of this research also found that satisfaction has a positive and significant effect on loyalty. Customer satisfaction also mediates the influence of product quality and brand image on loyalty. The results of this research contribute to the development of consumer behavior theory, especially in predicting customer loyalty. For the business world, the results of this research can be used as a reference in developing marketing strategies to increase satisfaction and maintain customer loyalty.
| Item Type: | Thesis (Thesis) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Brand Image, Digital Marketing, Loyalitas Pelanggan, Kepuasan Pelanggan |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi H Social Sciences > HD Management, Business and Labor > Management > Promosi > Branding H Social Sciences > HD Management, Business and Labor > Management > Promosi > Promosi Online H Social Sciences > HD Management, Business and Labor > Management > Promosi > Iklan |
| Divisions: | Fakultas Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | BINTARA SANDY ANGGORO YUDHA |
| Date Deposited: | 05 Aug 2025 02:33 |
| Last Modified: | 05 Aug 2025 02:33 |
| URI: | http://eprints.ums.ac.id/id/eprint/135640 |
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