PENGARUH DIVERSIFIKASI PRODUK DAN KUALITAS PELAYANAN DALAM MENENTUKAN LOYALITAS PELANGGAN PADA PERCETAKAN RAVA DI KABUPATEN BONDOWOSO DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Siti, Soeliha and Tyas, Nuril Chofijah (2022) PENGARUH DIVERSIFIKASI PRODUK DAN KUALITAS PELAYANAN DALAM MENENTUKAN LOYALITAS PELANGGAN PADA PERCETAKAN RAVA DI KABUPATEN BONDOWOSO DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING. Jurnal Mahasiswa Entrepreneur (JME) FEB UNARS, 01 (01). ISSN 2964-8750

	Text (Original) PENGARUH DIVERSIFIKASI PRODUK DAN KUALITAS PELAYANAN%0ADALAM MENENTUKAN LOYALITAS PELANGGAN PADA%0APERCETAKAN RAVA DI KABUPATEN BONDOWOSO DENGAN%0AKEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING.pdf - Published Version Download (672kB)
	Text (Jurnal Turnitin) (Turnitin) PENGARUH DIVERSIFIKASI PRODUK DAN KUALITAS PELAYANAN%0ADALAM MENENTUKAN LOYALITAS PELANGGAN PADA%0APERCETAKAN RAVA DI KABUPATEN BONDOWOSO DENGAN%0AKEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING.pdf - Published Version Download (664kB)

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

Abstract

ABSTRACT Marketing is a total system of business activities designed to satisfy consumer needs. Every activity, whether engaged in culinary, education, offices and so on, requires printing services. Printing services are currently required to provide other needs that support the development of this business in the future. Rava Printing is a service company engaged in services by providing office stationery needs. The purpose of this study was to analyze and examine the effect of product diversification and service quality on customer loyalty through consumer satisfaction. This research is quantitative method research. The population in this study are consumers of Rava Printing. The sampling technique was determined by quota sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model – Partial Least Square (PLS-SEM). The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that the product diversification variable has a significant positive effect on consumer satisfaction, service quality has a significant positive effect on consumer satisfaction, product diversification has a significant positive effect on customer loyalty, service quality has a significant positive effect on loyalty customers, consumer satisfaction has a significant positive effect on customer loyalty. The results of the indirect effect hypothesis test show that the product diversification variable on customer loyalty through customer satisfaction has a significant positive effect, and service quality on customer loyalty through customer satisfaction has a significant positive effect. Keywords: product diversification, service quality, consumer satisfaction, customer loyalty.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Siti Soeliha,SE,MM
Date Deposited:	23 Jun 2023 04:21
Last Modified:	23 Jun 2023 04:21
URI:	http://repository.unars.ac.id/id/eprint/710

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