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All Journal COUNT: Journal of Accounting, Business and Management
M. Anah Furyanah
Program Studi Magister Manajemen Program Pascasarjana, Universitas Pamulang
Economics, Econometrics & Finance

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ANALYSIS OF PRODUCT QUALITY, SERVICE QUALITY, AND PROMOTION ON CUSTOMER SATISFACTION AND THEIR IMPACT ON CUSTOMER LOYALTY OF BRIMO APPLICATION USERS AT PT BANK RAKYAT INDONESIA (PERSERO) TBK, TANGERANG MERDEKA BRANCH OFFICE Sakdanur; Udin Ahidin; M. Anah Furyanah
Count : Journal of Accounting, Business and Management Vol. 4 No. 1 (2026): COUNT: Journal of Accounting, Business and Management
Publisher : CV. Fahr Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61677/count.v4i1.985

Abstract

The study was conducted to analyze the effects of product quality, service quality, and promotion on customer satisfaction and their impact on the loyalty of BRImo application users among customers of PT Bank Rakyat Indonesia (Persero) Tbk, Tangerang Merdeka Branch. The study employed a quantitative approach using descriptive and verificative methods. Data were obtained through questionnaires distributed to BRImo users and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The research variables consisted of product quality, service quality, and promotion as exogenous variables, customer satisfaction as an intervening variable, and customer loyalty as an endogenous variable. The results showed that product quality, service quality, and promotion had a positive and significant effect on customer satisfaction. Customer satisfaction also had a positive and significant effect on customer loyalty. In addition, the direct effects of product quality, service quality, and promotion on customer loyalty were not significant. However, product quality, service quality, and promotion had positive and significant effects on customer loyalty through customer satisfaction as an intervening variable. Therefore, customer satisfaction plays a role in mediating the effects of product quality, service quality, and promotion on the loyalty of BRImo application users. These findings indicate that increasing customer loyalty cannot be achieved solely through product quality, service quality, and promotion directly, but should also be directed toward enhancing customer satisfaction as the primary mechanism for building loyalty among BRImo users.
Co-Authors Sakdanur Udin Ahidin