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All Journal CERMIN: Jurnal Penelitian Jurnal Ekonomi dan Bisnis GROWTH (JEBG) MIMBAR INTEGRITAS Jurnal Mahasiswa Entrepreneur
Siti Soeliha
Universitas Abdurachman Saleh Situbondo
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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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; Mohammad Yahya Arief; Siti Soeliha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 4 (2026): APRIL 2026
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i4.8868

Abstract

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.
Co-Authors Achmad Anas Ahmad Bondan Baikuni Alfiatur Rosida Andina Mayangsari Ayu Dita Windra Ciptasari Bagas Marta Wahyuda Balqis Raudhatul Jannah Edy Kusnadi Hamdun Febri Ariyantiningsih Halimatus Sa’diah Hamseh Wulandasari Hendra Syahputra Hotijah Husnul Hikmah Ifan Susianto Ika Wahyuni Khoirur Roziqin Lusiana Tulhusnah M. Thoifur Ibnu Fajar Malik Fahri Mustofa Miftahur Rasyid Moh. Nuril Huda Mohammad Yahya Arief Muhammad Holilur Rahman Muhammad Ikbal Muhammad Rayhan Hidayat Novie Wijayanto Nurul Avidhah Elhany Nurul Fajrin Imaningrum Randika Fandiyanto Rico Arif Pratama Riska Ayu Pramesthi Sari, Rini Kartika Wiwik Sri Untari Yan Parta Wijaya Yudha Praja Yuni Kartika Sari Zidane Aji Wijaya