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Aditya, Cindy
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Pengaruh Nilai Pelanggan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan Aplikasi Bima+ Tri Aditya, Cindy; Lestari, Retno Budi
MDP Student Conference Vol 4 No 2 (2025): The 4th MDP Student Conference 2025
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v4i2.11005

Abstract

This study aims to analyse the influence of customer value on customer loyalty with customer satisfaction as an intervening variable for Bima+ Tri users. This research uses quantitative methods, with nonprobability sampling techniques namely purposive sampling involving 140 respondents who are Bima+ Tri users. Data analysis includes validity test, reliability test, correlation coefficient test, coefficient of determination, simple and multiple regression analysis, significance test (t and F test), path analysis and sobel test using SPSS Statistics 26 software. The results showed that customer value have a positive and significant effect on customer satisfaction, customer value and customer satisfaction have a positive and significant effect on customer loyalty. Moreover, customer satisfaction successfully mediates the relationship between customer value and customer loyalty.
Co-Authors Retno Budi Lestari