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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis BULETIN AL-RIBAATH JURNAL PRODUKTIVITAS Economics and Business Journal
Sukardi Sukardi
Universitas Muhammadiyah Pontianak
Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Law, Crime, Criminology & Criminal Justice Other

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The Influence Of Price And Product Quality On Customer Loyalty With Satisfaction As An Intervening Variable Among Telkomsel Card Users At Muhammadiyah University Of Pontianak Lyra Virna Sari; Muhammad Ebuziyya Alif Ramadhan; Sukardi Sukardi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.8951

Abstract

This study aims to investigate the influence of price and product quality on customer loyalty, with customer satisfaction serving as an intervening variable, among users of Telkomsel prepaid cards. The research adopts an associative approach, involving a total of 100 active students of Muhammadiyah University of Pontianak who use Telkomsel prepaid cards as respondents. The data analysis technique employed is Structural Equation Modeling (SEM), using the SmartPLS 3.0 software.The results of the direct hypothesis testing reveal that both price and product quality have a positive and significant effect on customer satisfaction. Additionally, both customer satisfaction and price have a positive and significant effect on customer loyalty. However, product quality does not have a direct positive and significant effect on customer loyalty. Furthermore, the indirect hypothesis testing indicates that both price and product quality significantly influence customer loyalty through customer satisfaction as a mediating variable.
The Effect of Service Quality and Sales Promotion on Consumer Loyalty at Ihsan Mart in Kubu Raya Sukardi Sukardi; Fauziah Munawaroh; Muhammad Ebuziyya Alif Ramadhan
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.447

Abstract

This study aims to analyze the effect of service quality and sales promotion on consumer loyalty at Ihsan Mart in Kubu Raya. This study used an associative quantitative approach with 100 respondents selected through purposive sampling. Data were collected using questionnaires with a five-point Likert scale and analyzed using multiple linear regression with the assistance of SPSS. The results show that service quality and sales promotion have positive and significant effects on consumer loyalty, both partially and simultaneously. The regression results indicate that sales promotion has a greater contribution than service quality in increasing consumer loyalty. However, the coefficient of determination shows that service quality and sales promotion explain 16.3% of consumer loyalty, while the remaining 83.7% is influenced by other factors outside this study. These findings imply that local retail management should not only improve service quality and sales promotion programs, but also consider other factors such as customer satisfaction, product quality, price competitiveness, store atmosphere, and consumer trust to strengthen long-term consumer loyalty.
Co-Authors Anggun Permata Sari Anjiardiansyah Anjiardiansyah Arini Arini Astri Djuraida Dani Setiawan Devi Yasmin Diana Diana Dita Afrila Edy Suryadi Fauziah Munawaroh Fikriansyah Fikriansyah Helman Fachri Lyra Virna Sari Muhammad Ebuziyya Alif Ramadhan Ricky Ramadhan Zulkifli Zulkifli