Pengaruh Promosi dan Harga Terhadap Kepuasan serta Implikasinya pada Loyalitas Pelanggan di Wedrink Daerah Jakarta

YB Andre Marvianta; Vinky Xander

doi:10.46799/syntax-idea.v5i10.2966

Pengaruh Promosi dan Harga Terhadap Kepuasan serta Implikasinya pada Loyalitas Pelanggan di Wedrink Daerah Jakarta

YB Andre Marvianta Fakultas Ekonomi dan Bisnis, Universitas Kristen Krida Wacana, Jakarta
Vinky Xander Fakultas Ekonomi dan Bisnis, Universitas Kristen Krida Wacana, Jakarta

DOI: https://doi.org/10.46799/syntax-idea.v5i10.2966

Keywords: Promotion, Price, Customer Satisfaction, Customer Loyalty, Wedrink

Abstract

This study intends to determine the effect of promotions and prices on customer satisfaction and their implications on Wedrink customer loyalty in Jakarta. The population of this study is all customers who have visited Wedrink Jakarta. This study used descriptive analysis and Structural Equation Modeling (SEM). The techniques chosen were purposive sampling and non-probality sampling with a total of 381 respondents. The results show that Promotion has a significant effect on customer satisfaction, Price has a significant effect on customer satisfaction, Promotion has a significant effect on customer loyalty, Price has a significant effect on customer loyalty, Customer satisfaction has a significant effect on customer loyalty. It is recommended to set the appropriate price so that customers are more interested and provide many promotions to customers to build a sense of satisfaction from customers and give appreciation to customers who are already loyal and make repeat purchases.

Downloads

Download data is not yet available.

Published

2023-10-25

Issue

Vol 5 No 10 (2023): Syntax Idea

Section

Articles

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.