THE INFLUENCE OF PRICE, PROMOTION, PRODUCT QUALITY, AND SERVICE QUALITY ON CUSTOMER LOYALTY, CUSTOMER SATISFACTION AS A MEDIATING VARIABLE AT SUNAN DRAJAT DEPARTMENT STORE, NGIMBANG BRANCH

Authors

  • Mita Dwi Kartika Islamic University of Lamongan Author
  • Abid Muhtarom Islamic University of Lamongan Author
  • Moh. Heru Budi Santoso Islamic University of Lamongan Author
  • Henny Mahmudah Islamic University of Lamongan Author

Keywords:

customer loyalty, price, promotion, product quality, service quality, customer satisfaction.

Abstract

This study aims to analyze the effect of price, promotion, product quality, and service quality on customer loyalty with customer satisfaction as a mediating variable at Sunan Drajat Department Store, Ngimbang Branch. The method used is quantitative with the Structural Equation Modeling (SEM) - Partial Least Square (PLS) approach. The number of samples is 285 respondents. The results of the study indicate that price and promotion do not have a significant effect on customer loyalty, but promotion has a significant positive effect on customer satisfaction. Service quality has a significant effect on customer satisfaction and loyalty. Customer satisfaction is proven to be a mediating variable that strengthens the relationship between these factors and customer loyalty.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles