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Muhammad Azizi
Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Nursing

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PENGARUH SALES PROMOTION DAN E-SERVICE QUALITY TERHADAP LOYALITAS KONSUMEN (STUDI PADA GEPREK BAKAR TUKU SAMBAL DI KOTA JAMBI) Muhammad Azizi; Ahsan Putra Hafiz
Nusantara Hasana Journal Vol. 6 No. 3 (2026): Nusantara Hasana Journal, August 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v6i3.2339

Abstract

This study highlights the importance of sales promotion and service quality (e-service quality) in increasing consumer loyalty (e-customer loyalty). The results of the study indicate that both sales promotion and e-service quality have a direct positive effect on consumer loyalty. This study aims to determine and analyze the effect of sales promotion and e-service quality (X2) on consumer loyalty. The methodology of this study involves quantitative methods and data analysis using the coefficient of determination. The sample consisted of 96 consumers of Geprek Bakar Tuku Sambal in Jambi City. The results of this study indicate that the variables Sales Promotion (X1), and e-service quality (X2), simultaneously on the variable Consumer Loyalty. The coefficient of determination shows that 62.4% of Consumer Loyalty is influenced by the variables Sales Promotion, and e-service quality, while the remaining 37.6% is influenced by other variables not included in the study.
Co-Authors Ahsan Putra Hafiz