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All Journal Benefit : Journal of Bussiness, Economics, and Finance
Bonifacio José Tilman
STIE YKPN Yogyakarta
Economics, Econometrics & Finance Education

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Pengaruh Pemasaran Digital dan Pemasaran Konvensional terhadap Loyalitas Konsumen melalui Kepuasan Konsumen di Timor-Leste Bonifacio José Tilman; Miswanto Miswanto; Frasto Biyanto; Baldric Siregar
Benefit: Journal of Bussiness, Economics, and Finance Vol. 4 No. 4 (2026): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v4i4.2003

Abstract

This study aims to analyze the effect of digital and conventional marketing strategies on customer loyalty through customer satisfaction as a mediating variable using the Stimulus–Organism–Response (SOR) approach in the private sector in Timor-Leste. A quantitative approach with a cross-sectional survey design was employed. Data were collected from 200 respondents who had transactions with private companies. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that both digital and conventional marketing have a positive and significant effect on customer satisfaction, and customer satisfaction significantly influences customer loyalty. In addition, customer satisfaction fully mediates the relationship between marketing strategies and customer loyalty. These findings indicate that loyalty is formed through satisfaction as a psychological response to marketing stimuli.
Co-Authors Baldric Siregar Frasto Biyanto Miswanto Miswanto