PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

Abstract

This research used casual-comparative research. This research aimed to find out the service quality and promotion affected the customers’ loyalty through customers’ satisfaction of shopeefood customers’ at students of School of Economics (STIESIA) Surabaya. The research population was active students of the School of Economics Surabaya (STIESIA) as the customers’ of shopeefood. The sample determination technique used purposive sampling with a sample of 100 respondents with the Lemeshow formula. The data collection questionnaire with google form media. Moreover, the analysis technique used the path analysis method. The test result showed that service quality had a positive and significant effect on the customers’ satisfaction, furthermore, the promotion had a positive and significant effect on the customers’ satisfaction, meanwhile, customers’ satisfaction had a positive and significant effect on the customers’ loyalty. Moreover, the customers’ satisfaction mediated the service quality effect on the customers’ loyalty, and customers’ satisfaction mediated promotion effect on the customers’ satisfaction.
Keywords : casual-comparative research, purposive sampling, google form media, path analysis