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All Journal Pro Bisnis JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Prima Ekonomika : Jurnal Ekonomi dan Bisnis Jurnal Akuntansi dan Manajemen Jurnal Riset Akuntansi dan Manajemen Malahayati (JRAMM) J-MIND (Jurnal Manajemen Indonesia) Jurnal Akuntansi, Manajemen dan Bisnis Digital PROGRESIF Return : Study of Management, Economic and Bussines Jurnal Global Ilmiah
Antaiwan Bowo Pranogyo
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Medicine & Pharmacology Social Sciences Other

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Journal : Return : Study of Management, Economic and Bussines

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Exploring The Dynamics of Customer Loyalty: A Case Study on The Green Rapid Test Brand Investigating The Roles Of Service Quality, Product Quality, and Promotion with Customer Satisfaction As An Intervening Variable Suhardi, Yusuf; Pranogyo, Antaiwan Bowo; Afif, Ahmad
Return : Study of Management, Economic and Bussines Vol. 3 No. 2 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i1.210

Abstract

This study aims to evaluate the impact of service quality, product quality, and promotion on customer loyalty, with customer satisfaction as a mediator, on consumers of green brand rapid test products in 10 hospitals in Bekasi City. Involving 74 respondents, this study uses a quantitative approach and associative strategy, with data collected through purpose sampling techniques and analyzed using the SmartPLS 3.0 application. The results showed that service quality and product quality had no significant effect on customer satisfaction, while promotion had a significant positive impact. Although promotion positively affects customer loyalty, service quality and product quality have no significant impact on customer loyalty. Furthermore, customer satisfaction does not significantly mediate the relationship between these factors and customer loyalty. These findings provide important insights for companies in developing more effective marketing strategies to increase customer loyalty for green brand rapid test products.
Co-Authors Ahmad Afif Antoni Ludfi Arifin Arifin, Antoni Ludfi elliyana, ela Elvira Elvira Elvira Elvira Ginanjar Syamsuar Hendro, Junaidi Junaedi Hendro Junaidi Hendro Junaidi Hendro Mayana, Ana Nur Megayani Megayani Muhammad Ichsan Muhammad Ikhsan Muhammad Natser Abdoellah Nia P. Simanjuntak Ono Tarsono Ruland Willy Jack Sumampouw Sakti, Sri Handoko Santoso, Joko Bagio Siti Ma'rifah Suhardi, Yusuf Sumampouw, Ruland Willy Jack Suryono, Dwi Windu Syarief, Abdul Ghofar Tarsono Tarsono Zabidi, Imron