LOYALITAS PELANGGAN DITINJAU DARI DIGITAL MARKETING, BRAND TRUST, DAN KUALITAS PRODUK PADA HOUSE OF DONATELLO CABANG SOLO

Authors

  • Dinar Ayu Novendasari UNIBA Surakarta, Indonesia
  • Bambang Mursito UNIIBA Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v4i02.1315

Abstract

The purpose of this study is to determine whether there is a significant influence between digital marketing variables, brand trust, and product quality on customer loyalty. In addition, it is also to find out whether there is a significant simultaneous effect and which variable is the most dominant in influencing customer loyalty at the House of Donatello, Solo Branch. The method used is quantitative descriptive method. The research period is March to June 2020. The population in this study is all people who shop at the House of Donatello, Solo Branch and the sample used is 100 respondents, where the sampling technique uses random sampling techniques. The data used are primary data and secondary data with questionnaire data collection techniques. Data analysis techniques in this study used multiple linear tests with SPSS version 21. The results of the study can be concluded that: 1) The influence of digital marketing, brand trust, and product quality on customer loyalty at the House of Donatello Solo Branch, 2) The influence of digital marketing on customer loyalty at the House of Donatello Solo Branch, 3) The influence brand trust on customer loyalty at the House of Donatello Solo Branch, 4) The influence of product quality on customer loyalty at the House of Donatello Solo Branch. Keywords: Customer Loyalty, Digital Marketing, Brand Trust, and Product Quality

References

Agus, C. P. (2018). Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Pada Usaha Isi Ulang Air Minum UD.Elangku Di Desa Bangunrejo Tenggarong Seberang. eJournal Administrasi Bisnis , Volume 6 (ISSN 2355-5408), 1-12.

Agus, P. S. (2018). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Digital Marketing Terhadap Loyalitas Pelanggan (Studi pada Pelanggan Kedai Hj.S Jl. Kesumba Kota Malang). Jurnal JIBEKA , Volume 12, 1-8.

Dita, P. A., Kumadji, S., & Sunarti. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan ( Survei pada Pelanggan Nasi Rawon di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis (JAB) , Vol.37, 1-7.

Ulfa, Y., & Karneli, O. (2018). Pengaruh Experiental Marketing Dan Brand Trust Terhadap Loyalitas Pelanggan (Studi Pada RM. Pak Datuk Kota Dumai). JOM FISIP , Vol. 5, 1-15.

Puspita, R., Yunus, M., & Sulaiman. (2017). Pengaruh Faktor Sosial, Citra Merek, Dan Kualitas Produk Terhadap Kepercayaan Merek Serta Dampaknya Pada Loyalitas Pelanggan Telepon Selular (Studi Kasus Pada Pengguna Samsung Di Kota Banda Aceh). Jurnal Magister Manajemen , Volume 1 (ISSN 2302-0199), 1-13.

Published

2020-09-07

How to Cite

Novendasari, D. A., & Mursito, B. (2020). LOYALITAS PELANGGAN DITINJAU DARI DIGITAL MARKETING, BRAND TRUST, DAN KUALITAS PRODUK PADA HOUSE OF DONATELLO CABANG SOLO. JURNAL ILMIAH EDUNOMIKA, 4(02). https://doi.org/10.29040/jie.v4i02.1315

Issue

Vol. 4 No. 02 (2020): EDUNOMIKA : Vol. 04, No. 02 Agustus 2020

Section

Articles

Citation Check

Most read articles by the same author(s)

1 2 3 4 > >>