Analysis of the Influence of Digital Marketing and Product Quality on Customer Loyalty

Julie Abdullah (Gorontalo University, Jl. A. A. Wahab Limboto, Gorontalo, Indonesia)
Uli Wildan Nuryanto (Bina Bangsa University, Jl. Raya Serang-Jakarta, Serang, Indonesia)
Pandu Adi Cakranegara (Presiden University, Jl. Ki Hajar Dewantara, Cikarang, Indonesia)
Firstianty Wahyuhening Fibriany (Bina Sarana Informatika University, Jl. Kramat Raya, Jakarta, Indonesia)
I Gusti Ngurah Agung Dewantara Putra (Udayana University, Jl. Kampus Bukit Jimbaran, Bali, Indonesia)

Quantitative Economics and Management Studies
Vol. 3 No. 6 (2022)

The purpose of this study was to analyze the effect of digital marketing and product quality on customer loyalty. This research is a quantitative research with a descriptive and verification approach. From the research that has been done, it is obtained that the value of t count > t table so that digital marketing and product quality have a positive and significant effect on customer loyalty. The R-square value obtained is 0.852 which states that digital marketing and product quality variables affect customer loyalty by 85.20% and the remaining 14.80% is influenced by other variables.