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All Journal Jurnal Wira Ekonomi Mikroskil Jurnal Visi Pengabdian Kepada Masyarakat Jurnal Ekonomi Manajemen Dan Bisnis (JEMB)
Valencia
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Arts Humanities Economics, Econometrics & Finance Education Engineering Mathematics Mechanical Engineering Social Sciences

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Journal : Jurnal Wira Ekonomi Mikroskil

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Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Konsumen Tabletop Board Game Cafe Lubis, Tya Wildana Hapsari; Jesica; Valencia; Fitria Halim
Jurnal Wira Ekonomi Mikroskil Vol. 15 No. 2 (2025): Volume 15 Nomor 2 Edisi Oktober 2025
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v15i2.1914

Abstract

This study aims to determine the effect of product quality, price, and promotion on customer loyalty, with customer satisfaction as an intervening variable. This study was conducted among TableTop Board Game Cafe customers. The dependent variable, customer loyalty (Y), was mediated by the intervening variable (Z), and the independent variables were product quality (X1), price (X2), and promotion (X3). This study used a quantitative approach with a non-probability sampling technique involving 100 respondents. Data processing was performed using SmartPLS 4.0 software. The results showed that product quality, price, and promotion did not have a significant direct effect on customer loyalty. However, all three variables significantly influenced customer satisfaction. Customer satisfaction was shown to have a significant direct effect on customer loyalty.
Co-Authors Angelline Beauty Colin Erick Efendi FAUZI Fitria Halim Gilbert Tionardy Grace Natalia Kenja Halvin Huang Hery Haryanto Jesica Joffin Fergio Kerin Michelle Lizzie Tya Wildana Hapsari Lubis