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SRI WIJIASTUTI
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The Influence of Promotion Strategy, Service Quality and Brand Image on Client Loyalty at PT Semangart Giri Putra Bangu Nggona, Jenike; Widodo, Zandra Dwanita; Wijiastuti, Sri
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to analyze the effect of Promotion Strategy, Service Quality, and Brand Image on Client Loyalty at PT Semangart Giri Putra, a company engaged in construction services and project procurement. This research is motivated by the company’s need to maintain long-term client relationships amid increasing competition in the construction industry. The variables examined in this study consist of Promotion Strategy (X1), Service Quality (X2), and Brand Image (X3) as independent variables, and Client Loyalty (Y) as the dependent variable. The research employs a quantitative approach using a survey method. The sampling technique used was purposive sampling, with respondents consisting of clients who had previously collaborated with PT Semangart Giri Putra. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that Promotion Strategy, Service Quality, and Brand Image have a positive and significant effect on Client Loyalty. In addition, Brand Image plays an important role in strengthening the relationship between service performance and client loyalty.
Co-Authors Abdullah, Syahriar Achmad Choerudin Anam, Dodik Khoirul Ansharifqi, Irsyad Aryani, Novita Bangu Nggona, Jenike Cahyani, Meilan Ardita Damaningrum, Kurniawati Darmaningrum, Kurniawan DARSONO Darsono , Darsono Darsono Darsono Darsono Darsono Dwanita Widodo, Zandra Dyah Ayu Kunthi Puspitasari Eko Wahyudi Eni Maryanti, Istinganah Exis Zaimul Haq Attaqy Fatkhul Imron Fiki Hendro Yunanto Halimah Hidayati, Firdausi Nur Isaach, Sativa Istinganah Eni Maryanti Joko Kismanto Kodrad Budiyono Kurniawan, Bayu Saputra Kurniawati Darmaningrum Kusuma Minarta, Muhamad LAKSONO SUMARTO, LAKSONO Latifah, Putri Nur Mugi Harsono Muhad Fatoni Pawestri, Intan Rahayu, Mrih Ramadhan, Dwinanda Ripta RINI ADIYANI Rissa Marina Widodo, Rissa Marina Sari, Lilik Intan Sativa Isach Shulha*, Hanifa Silfa, Amanda Sulistyoningsih, Endri Susilaningtyas Budiana Kurniawati Syahri Alhusin Vanesa*, Paulina Ria Widodo, Zandra Yanuarisa, Agiardo Zandra Dwanita Widodo Zandra Dwanita Widodo