PENGARUH KUALITAS PRODUK DAN KERAGMAN PRODUK TERHADAP LOYALITAS KONSUMEN PADA UD. YULI MAKMUR DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI KABUPATEN SITUBONDO

Safitri, Gita Nurul and Fandiyanto, Randika and Wiryaningtyas, Dwi Perwitasari (2022) PENGARUH KUALITAS PRODUK DAN KERAGMAN PRODUK TERHADAP LOYALITAS KONSUMEN PADA UD. YULI MAKMUR DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI KABUPATEN SITUBONDO. Jurnal Mahasiswa Entrepreneur (JME) FEB UNARS, 1 (5). pp. 1096-1110. ISSN 2964-8750

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Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

Marketing is a business activity designed to meet the needs of the community with mutual benefit, just as producers and consumers provide reciprocity of their needs. Marketing strategy is the effort of business actors in marketing activities and target markets to achieve company goals through a marketing mix that includes Product Strategy, Price, Distribution and Promotion. The purpose of this study was to analyze and test the effect of marketing strategy on increasing product sales at UD. Yuli Prosperous. The population in this study were all UD consumers. Yuli Makmur who is in Situbondo Regency. The money sampling technique used is a probability sampling technique with a simple random sampling method. Data analysis and hypothesis testing in this study used the Smart PLS 3.0 (Partial Least Square) application with the Structural Equation Model. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that product quality has a significant positive effect on consumer satisfaction, product diversity has a significant positive effect on consumer satisfaction, product quality has a positive but not significant effect on consumer loyalty, product diversity has a significant positive effect on consumer loyalty and consumer satisfaction has a significant positive effect on consumer loyalty. The results of the indirect effect hypothesis test using the Smart PLS 3.0 application, show that product quality has a significant positive effect on consumer loyalty through consumer satisfaction and product diversity has a significant positive effect on consumer loyalty through consumer satisfaction. Keywords : Product quality, Product diversity, Consumer satisfaction, Consumer loyalty

Item Type:	Article
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Dr Dwi Perwitasari Wiryaningtyas SE,MM
Date Deposited:	13 Apr 2023 07:02
Last Modified:	13 Apr 2023 07:02
URI:	http://repository.unars.ac.id/id/eprint/604

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