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Bambang Widarno
Faculty of Economics, Universitas Slamet Riyadi Surakarta
Economics, Econometrics & Finance

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The Role of Mediating Islamic Personality and Value Satisfaction on the Effect of Relationship Marketing on Customer Loyalty Bambang Widarno
Journal of Digital Marketing and Halal Industry Vol 2, No 2 (2020)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2020.2.2.6156

Abstract

The study of consumer loyalty to a product is an essential topic for academics and practice. There is not much empirical research on the effect of marketing on allegiance, based on the literature review; it has produced propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. This study uses a qualitative approach to using literature studies. Based on a literature review, it produces propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. Besides, there is a mediating effect of Islamic personality and consumer perceived value satisfaction. This study also links value satisfaction and customer value loyalty. Islamic personality is a mediating variable. This study also discusses the combination of perceived value and consumer satisfaction into value satisfaction.
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