PENGARUH PRODUCT QUALITY, PRODUCT DIVERSIFICATION, E-WORD OF MOUTH DAN EVENT MARKETING TERHADAP CUSTOMER LOYALTY MELALUI PURCHASE DECISION SEBAGAI VARIABLE INTERVENING PADA UD. CAROLINA IBU BAGAS DI DESA GELUNG KABUPATEN SITUBONDO

Ahmad, Bondan baikuni (2026) PENGARUH PRODUCT QUALITY, PRODUCT DIVERSIFICATION, E-WORD OF MOUTH DAN EVENT MARKETING TERHADAP CUSTOMER LOYALTY MELALUI PURCHASE DECISION SEBAGAI VARIABLE INTERVENING PADA UD. CAROLINA IBU BAGAS DI DESA GELUNG KABUPATEN SITUBONDO. Jurnal Mahasiswa Entrepreneurship, 5 (4). pp. 827-847. ISSN 2964-898X

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis secara empiris pengaruh Product Quality, Product Diversification, E-WOM (Electronic Word of Mouth), dan Event Marketing terhadap Customer Loyalty melalui Purchase Decision sebagai variabel intervening pada UD. Carolina Ibu Bagas tersebut yang berlokasi di Desa Gelung, Kabupaten Situbondo. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel non-probability sampling melalui metode purposive sampling, yang melibatkan sebanyak 120 responden sebagai sampel penelitian. Pengolahan dan analisis data dalam penelitian ini dilakukan dengan menggunakan alat bantu statistik SmartPLS versi 3.0. Adapun metode analisis data yang digunakan meliputi uji validitas konvergen, uji reliabilitas, uji asumsi klasik, uji goodness of fit (GOF), uji koefisien determinasi, analisis persamaan struktural (inner model), serta uji hipotesis penelitian. Hasil pengujian hipotesis pengaruh langsung menunjukkan bahwa variabel Product Quality dan Event Marketing berpengaruh signifikan terhadap Purchase Decision, sedangkan Product Diversification dan E-WOM tidak berpengaruh signifikan terhadap Purchase Decision. Selanjutnya, Product Quality dan Event Marketing juga berpengaruh signifikan terhadap Customer Loyalty, sementara Product Diversification, E-WOM, dan Purchase Decision tidak berpengaruh signifikan terhadap Customer Loyalty. Adapun hasil pengujian hipotesis pengaruh tidak langsung menunjukkan bahwa Product Quality, Product Diversification, E-WOM, dan Event Marketing tidak berpengaruh signifikan terhadap Customer Loyalty melalui Purchase Decision sebagai variabel intervening dalam penelitian ini. This study aims to empirically determine and analyze the effect of Product Quality, Product Diversification, E-WOM (Electronic Word of Mouth), and Event Marketing on Customer Loyalty through Purchase Decision as an intervening variable at UD. Carolina Ibu Bagas, located in Gelung Village, Situbondo Regency. This study used a quantitative approach with a non-probability sampling technique through a purposive sampling method, involving 120 respondents as the research sample. Data processing and analysis in this study were performed using the statistical tool SmartPLS version 3.0. The data analysis methods used included convergent validity, reliability, classical assumption testing, goodness of fit (GOF) testing, coefficient of determination testing, structural equation analysis (inner model), and research hypothesis testing. The results of the direct effect hypothesis test indicate that Product Quality and Event Marketing variables have a significant influence on Purchase Decision, while Product Diversification and E-WOM do not. Furthermore, Product Quality and Event Marketing also have a significant influence on Customer Loyalty, while Product Diversification, E-WOM, and Purchase Decision do not significantly influence Customer Loyalty. The results of the indirect effect hypothesis test indicate that Product Quality, Product Diversification, E-WOM, and Event Marketing do not significantly influence Customer Loyalty through Purchase Decision as an intervening variable in this study.

Item Type:	Article
Subjects:	A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	AHMAD BONDAN BAIKUNI
Date Deposited:	15 Oct 2026 06:10
Last Modified:	15 Oct 2026 06:10
URI:	http://repository.unars.ac.id/id/eprint/4795

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