THE EFFECT OF SERVICE QUALITY AND PROMOTION ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT HANISA WEDDING LAMONGAN

Abstract

This study examines the influence of service quality and promotion on customer loyalty, with customer satisfaction serving as a mediating variable, within the context of Hanisa Wedding Lamongan, a wedding organizer in Lamongan, Indonesia. The research focuses on understanding how service quality and promotional strategies impact customer loyalty through the satisfaction that customers experience during service delivery. Utilizing a quantitative approach, the study collects data from 100 respondents using questionnaires, with the analysis conducted through Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results show that service quality and promotion significantly influence customer satisfaction, which in turn impacts customer loyalty. Customers expressed high levels of satisfaction with the service quality and promotional strategies employed by Hanisa Wedding Lamongan, indicating strong intentions to repurchase and recommend the services to others. This study contributes to the literature on service marketing, particularly within the local creative industries such as wedding organizers, and provides strategic insights for enhancing customer loyalty in similar business contexts.