THE EFFECT OF SERVICE QUALITY AND SALES PROMOTION ON CUSTOMER LOYALTY MEDIATED PURCHASE DECISIONS (Case Study on Madinashop Lamongan Online Store)

Abstract

This study aims to determine the effect of service quality and sales promotion on purchasing decisions mediated by customer loyalty at the Madinashop Lamongan online store. The sample in this study was 200 respondents. In this study, the population was 402. The data collection method in this study used the method of distributing questionnaires on Googlefoam to customers. The data analysis technique used was the first outer model analysis consisting of Convergent Validity Test, Discriminant Validity Test, Avarage Variance Extracted (AVE), Composite Reliability Test and Crombach's Alpha. The second test used an inner model analysis, namely the Determinaton Coefficient (R-Square), Path Coefficient. Based on the validity test and reliability test, the results of this study indicate that service quality has a significant positive effect on purchasing decisions, sales promotions have a significant positive effect on purchasing decisions, service quality has a significant positive effect on purchasing decisions through customer loyalty, sales promotions have a significant positive effect on purchasing decisions through customer loyalty .