PENGARUH PROMOSI DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN SAKINAH SUPERMARKET SURABAYA

Abstract

This research aimed to find out and analyze the effect of promotion and service quality on customers' loyalty which was mediated by customers' satisfaction of Sakinah Supermarket, Surabaya. While the population was Sakinah Supermarket, Surabaya which was located at JI. Arief Rahman Hakim number 32, Surabaya, East Java. Moreover, the research was causal-comparative. Furthermore, the data collection technique used purposive sampling. In line with that, there were I 00 customers as the sample. Additionally, the data analysis technique used Path Analysis. The research result concluded that promotion and service quality had a significant effect on customers' satisfaction of Sakinah Supermarket, Surabaya. Likewise, promotion and customers' satisfaction had a signi ficant effect on customers' loyalty of Sakinah Supermarket, Surabaya. On the other hand, service quality had an insignificant effect on customers' loyalty of Sakinah Supermarket, Surabaya. In addition, promotion and service quality had an indirect and significant effect on customers' loyalty, which was mediated by customers' satisfaction of Sakinah Supermarket, Surabaya.
Keywords : promotion, service quality, customer satisfaction, customer loyalty.