PENGARUH PERSEPSI KUALITAS DAN PROMOSI TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN

  • Riza Meilani Manajemen, Fakultas Bisnis, Institut Teknologi dan Bisnis Kalbis, Jakarta, Indonesia
  • Triyono Arief Wahyudi Manajemen, Fakultas Bisnis, Institut Teknologi dan Bisnis Kalbis, Jakarta, Indonesia

Abstract

This research aims to know the influence of perceived quality and promotion on customer satisfaction and its impact on customer loyalty. This research used secondary data and primary data. The researcher employed the quantitative research methodology. The data was analyzed by using SPSS 21 for 250 respondents who had purchased and had consumed products doughnut xyz. The result of hypothesis test show, there were a significant and positive effect of perceived quality and promotion on customer satisfaction and also there were a significant and positive effect of customer satisfaction on customer loyalty. Keywords: perceived quality, promotion, customer satisfaction, customer loyalty

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Published
2019-08-13
Section
Articles