Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan yang di Mediasi oleh Kepuasan Pelanggan
DOI:
https://doi.org/10.56456/jebdeker.v3i2.182Keywords:
Digital Marketing, Kualitas Pelayanan, Loyalitas Pelanggan, Kepuasan PelangganAbstract
Tujuan penelitian ini untuk menganalisis Digital Marketing dan Kualitas Pelayanan dapat mempengaruhi Loyalitas Pelanggan yang di mediasi oleh Kepuasan Pelanggan pada pembelian Kopi Cold’n Brew di Surakarta. Penelitian ini merupakan penelitian kuantitatif dengan teknik pegambilan sampel dalam penelitian ini adalah Non-Probabillty dan dengan menggunakan metode Purposive Sampling. Hasil dari penelitian ini menunjukkan bahwa Digital Marketing tidak berpengaruh terhadap Loyalitas Pelanggan, Kualitas Pelayanan tidak berpengaruh terhadap Loyalitas Pelayanan, Digital Marketing tidak berpengaruh terhadap Kepuasan Pelanggan, Kualitas Pelayanan berpengaruh terhadap Kepuasan Pelanggan, Kepuasan Pelayanan berpengaruh terhadap Loyalitas Pelanggan, Kepuasan Pelanggan tidak dapat memediasi pengaruh Digital Marketing terhadap Loyalitas Pelanggan, dan Kepuasan Pelanggan dapat memediasi pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan.
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Alwan, M., & Alshurideh, M. (2022). The effect of digital marketing on value creation and customer satisfaction. International Journal of Data and Network Science, 6(4), 1557–1566. https://doi.org/10.5267/j.ijdns.2022.4.021
Chanarpas, M. (2022). Customer Loyalty in Airline Industry: A Literature Review. International Journal of Current Science Research and Review, 05(01), 236–244. https://doi.org/10.47191/ijcsrr/v5-i1-27
Chikazhe, L., Makanyeza, C., & Chigunhah, B. (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1922127
Filipovic, F. (2020). The Impact of Digital Marketing on Business Growth. MediaBoom.
Ghozali. (2019). stages of research data analysis in conducting research.
Hadid, K. I., Soon, N. K., & Amreeghah, A. A. E. (2020). The Effect of Digital Banking Service Quality on Customer Satisfaction: A Case Study on the Malaysian Banks. Asian Journal of Applied Science and Technology, 04(01), 06–29. https://doi.org/10.38177/ajast.2020.4102
Iqbal, T. (2019). An Assessment of the Impact that Service Quality and Customer Satisfaction Possess on Customer Loyalty in Internet Banking. International Journal of Online Marketing, 10(1), 58–71. https://doi.org/10.4018/ijom.2020010104
Karim, R. Al. (2020). Influence of Service Quality on Customer Satisfaction and Customer Loyalty in the Private Banking Sector of Bangladesh: A PLS Approach. Journal of Marketing and Information Systems, 1(3), 8–17. https://doi.org/10.31580/jmis.v1i3.1049
Khan, A. G., Lima, R. P., & Mahmud, M. S. (2021). Understanding the Service Quality and Customer Satisfaction of Mobile Banking in Bangladesh: Using a Structural Equation Model. Global Business Review, 22(1), 85–100. https://doi.org/10.1177/0972150918795551
Kobero, W., & Swallehe, O. (2022). The Effects of Service Quality on Customer Satisfaction in Higher Learning Institutions in Tanzania. Open Journal of Business and Management, 10(03), 1373–1391. https://doi.org/10.4236/ojbm.2022.103074
Lee, A. Y., Katz, R., & Hancock, J. (2021). The Role of Subjective Construals on Reporting and Reasoning about Social Media Use. Social Media and Society, 7(3). https://doi.org/10.1177/20563051211035350
Li, Y. Q., & Liu, C. H. S. (2019). Understanding service quality and reputation effects on purchase behavior through image: the moderating roles of service reliability. Transportation Letters, 11(10), 580–588. https://doi.org/10.1080/19427867.2018.1478929
Nuseir, M. T., & Elrefae, G. (2022). The effect of social media marketing, compatibility and perceived ease of use on marketing performance: Evidence from hotel industry. International Journal of Data and Network Science, 6(3), 885–894. https://doi.org/10.5267/j.ijdns.2022.2.008
Nyan, L. M., Rockson, S. B., & Addo, P. K. (2020). The Mediation Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty. Journal of Management and Strategy, 11(3), 13. https://doi.org/10.5430/jms.v11n3p13
Ritter, T. (2004). This study was funded by the Social Sciences and Humanities Research Council of Canada. 1. September.
Simon, K. (2016). Praise for Digital Marketing Strategy - An Integrated Approach to Online Marketing.
Space, W. L. (2013). Research Methods for Business: A Skill-Building Approach. Leadership & Organization Development Journal, 34(7), 700–701. https://doi.org/10.1108/lodj-06-2013-0079
Suharyono, S., & Widiyanto, H. (2021). Analysis Product, Price, Service, and Digital Marketing on Customer Satisfaction and Its Impact on Customer Loyalty PT Control Systems – Emerson Micromotion Flowmeter. Focus, 2(1), 27–37. https://doi.org/10.37010/fcs.v2i1.292
Sunantha, P., & Chandran, M. (2022). Study on Customer Satisfaction Towards Digital Marketing. International Journal of Health Sciences, 6(May), 9943–9949. https://doi.org/10.53730/ijhs.v6ns1.7358
Vynogradova, O., Drokina, N., Yevtushenko, N., Darchuk, V., & Irtlach, M. (2020). Theoretical approaches to the definition of Internet marketing: Ukrainian dimension. Innovative Marketing, 16(1), 89–103. https://doi.org/10.21511/im.16(1).2020.09