THE EFFECT OF PRICE, DIGITAL MARKETING, AND SERVICE QUALITY ON CONSUMER SATISFACTION AND LOYALTY AT CV. EKA PRIMA PEKANBARU
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Abstract
This study aims to determine and analyze the effect of price, digital marketing and service quality on consumer satisfaction and loyalty at CV. Eka Prima Pekanbaru. The population of this study includes all consumers of CV Eka Prima Pekanbaru. The sample size was calculated using Roscoe Technique whereby 100 respondents were obtained. The data collection method used a questionnaire and hypothesis testing used full model structural equation modeling (SEM) analysis with SmartPLS. The results of this study indicate that price, digital marketing, and service quality have significant effect on consumer satisfaction and loyalty at CV Eka Prima Pekanbaru.
Penelitian ini bertujuan untuk menentukan dan menganalisa pengaruh dari harga, digital marketing, dan kualitas pelayanan terhadap kepuasan konsumen dan loyalitas pada CV. Eka Prima Pekanbaru. Populasi dari penelitian ini mencakup seluruh konsumen pada CV. Eka Prima Pekanbaru. Ukuran sampel dihitung menggunakan Teknik Roscoe sehingga didapatkan total 100 responden. Pengumpulan data menggunakan kuesioner dan pengujian hipotesis menggunakan Analisis Structural Equation Modeling (SEM) dengan SmartPLS. Hasil penelitian menunjukkan bahwa harga, digital marketing, dan kualitas pelayanan memiliki pengaruh signifikan terhadap kepuasan konsumen dan loyalitas pada CV. Eka Prima Pekanbaru.
References
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Sucihati, S., & Suhartini, S. (2022). The Influence of Consumer Satisfaction and Service Quality on Consumer Loyalty at PT. Asuransi Ramayana Serang. Journal of Corporate Management: JUMPA, 1(1), 14–22. https://doi.org/10.30656/jumpa.v1i1.4563
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Tasya Meutia Kultsum, M. M. S. (2022). The Influence of Service Quality in Increasing Customer Satisfaction. 1–14.
Tjiptono, F. (2010) Marketing Strategy, 3rd Edition. Andi: Yogyakarta
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Viedy, E., Lombok, V., & Samadi, R. L. (2018). The effect of brans omage, brand trust and digital marketing on consumer purchase decisions on emina products (Case study at sam ratulangi University student)
Widy, D. S. (2019). The Impact of E-Satisfaction on E-Commerce Business in Facing the Industrial Era 4.0.
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Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). The Influence of Viral Marketing, Food Quality and Brand Image on Purchase Decisions for Kokumi Manado Products. EMBA Journal: Journal of Economic Research, Management, Business and Accounting, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Yuningsih, E. L., Siboro, P., & Yokanan, R. T. (2023). The influence of promotion, store atmosphere, and service quality on customer satisfaction mediated by purchase decision. INNOVATION: Journal of Economics, Finance and Management, 19(1), 152–162.
Zeithaml, V. A. (2019). Service Quality, Profitability, And The Economic Worth Of Customers: What We Know And What We Need To Learn. Journal Of The Academy Of Marketing Sciences 28(1): 67-85.
Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (2018). The Influence of Halal Label Perception and Product Qualityon Purchase Decisions for Muslim Fashion Products (Survey on Consumers of Zoya Muslim Products inMalang City). Journal of Business Administration (JAB), 62.
Anggraini, F., & Budiarti, A. (2020). The influence of price, promotion, and service quality on customer loyalty mediated by customer satisfaction in Gojek consumers. Journal of Economic Education (JUPE), 8(3), 86-94.
Cardia, D. I. N. R., Santika, I. W., & Respati, N. N. R. (2019). The Influence of Product Quality, Price, and Promotion on Customer Loyalty (Doctoral dissertation, Udayana University).
Dharmayanti, D. (2017). The Influence of Digital Marketing on Organizational Performance with Intellectual Capital and Perceived Quality as Intervening Variables in the Five-Star Hotel Industry in East Java. Journal of Marketing Strategy, 4(2), 1–13.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determination of customer satisfaction on customer loyalty through trust. Maneggio: Scientific Journal of Master of Management, 3(2), 171-180.
Hafizh Al Fandi. (2023). The Influence of Service Quality on Patient Satisfaction and Loyalty in the Inpatient Installation at Arifin Ahmad Hospital, Pekanbaru. 1769–1780. https://snhrp.unipasby.ac.id/prosiding/index.php/snhrp/article/view/748
Juniantara, I. M. A., & Sukawati, T. G. R. (2018). The influence of price perception, promotion, and service quality on satisfaction and its impact on consumer loyalty. Doctoral dissertation, Udayana University.
Kencana, P. N., & Wahidah, N. R. (2024). The Influence of Service Quality and Price on Customer Satisfaction at the Muslim Fashion Store Preview ITC Depok Branch. Jurnal Ilman: Jurnal Ilmu Manajemen, 12(1), 37–43.
Kristanto, Y. (2022). The Influence of Service Quality on Customer Loyalty Mediated by Consumer Satisfaction, Case Study of Siliwangi A Karsan Pure Milk Business, Bandung. Journal of Management Science, 19(1), 13–22. https://doi.org/10.21831/jim.v19i1.50173
Mariansyah, A., & Syarif, A. (2020). The effect of product quality, service quality, and price on customer satisfaction at cafe kabalu. Scientific Journal of Management Development, 3(2), 134-146.
Nainggolan, T., & Tanjung, Y. (2023). The Effect of Store Atmosphere and Service Quality on Customer Satisfaction with Silkygirl Beauty Products at Matahari Department Store Thamrin Medan. Journal of Creative Student Research (Jcsr), 1(1), 372–391. https://ejurnal.politeknikpratama.ac.id/index.php/jcsr/article/view/1149%0Ahttps://ejurnal.politeknikprata ma.ac.id/index.php/jcsr/article/download/1149/1122
Nurhayarti, N., Sugiyarti, L., Hanah, S., Asmilia, N., & Sutandijo, S. (2022). Sales Optimization through Digital Marketing. Indonesian Community Empowerment Journal, 4(2), 113–124. https://doi.org/10.21632/jpmi.4.2.113-124
Ririn Anggrainia, Yike Diana Putrib, S. P. (2022). Journal Of Scientific Science, Technology And Art. 2(1), 192–204.
Rohiman, I., Riadi, F., Adinata, U. W. S., & Suherman, A. R. (2022). The Effect of Price and Promotion on Customer Satisfaction. Acman: Accounting and Management Journal, 2(1), 66–74. https://doi.org/10.55208/aj.v2i1.30
Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences. (2nd ed.) New York: Holt Rinehart & Winston
Rusdi, A. H. P. (2019). The effect of product innovation and price on purchase interest in all new yaris (study at toyota auto2000 waru sidoarjo). Journal of Management Science, 4(3), 5.
Stefana, M. K., Akramiah, N., Oktafiah, Y., & Pudyaningsih, A. R. (2023). Effectiveness of Digital Marketing Promotion in Increasing Customer Loyalty at Zoya Mode, Pasuruan City. Revenue Manuscript, 1(1), 28-35.
Sucihati, S., & Suhartini, S. (2022). The Influence of Consumer Satisfaction and Service Quality on Consumer Loyalty at PT. Asuransi Ramayana Serang. Journal of Corporate Management: JUMPA, 1(1), 14–22. https://doi.org/10.30656/jumpa.v1i1.4563
Sudarsono, H. (2020). Textbook: Marketing Management. Jember: Pustaka Abadi.
Sulaiman, A., Surya, D., & Kamsin, D. (2018). The Influence of Brand Extension and Product Quality on Enduro Matic-G Purchasing Decisions Through Brand Image (Survey on Enduro Matic-G Consumers in Serang City). Tirtayasa Journal of Business and Management Research, 2(1), 67-80.
Tasya Meutia Kultsum, M. M. S. (2022). The Influence of Service Quality in Increasing Customer Satisfaction. 1–14.
Tjiptono, F. (2010) Marketing Strategy, 3rd Edition. Andi: Yogyakarta
Tjiptono. (2018). Marketing Strategy, 4th Edition. Andi. Yogyakarta.
Viedy, E., Lombok, V., & Samadi, R. L. (2018). The effect of brans omage, brand trust and digital marketing on consumer purchase decisions on emina products (Case study at sam ratulangi University student)
Widy, D. S. (2019). The Impact of E-Satisfaction on E-Commerce Business in Facing the Industrial Era 4.0.
Widy, D. S. (2019). The Impact of E-Satisfaction on E-Commerce Business in Facing the Industrial Era 4.0.Journal of Innovation in Economic Management and Accounting, 1(1), 102-113.
Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). The Influence of Viral Marketing, Food Quality and Brand Image on Purchase Decisions for Kokumi Manado Products. EMBA Journal: Journal of Economic Research, Management, Business and Accounting, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Yuningsih, E. L., Siboro, P., & Yokanan, R. T. (2023). The influence of promotion, store atmosphere, and service quality on customer satisfaction mediated by purchase decision. INNOVATION: Journal of Economics, Finance and Management, 19(1), 152–162.
Zeithaml, V. A. (2019). Service Quality, Profitability, And The Economic Worth Of Customers: What We Know And What We Need To Learn. Journal Of The Academy Of Marketing Sciences 28(1): 67-85.
Published
2024-09-30
How to Cite
LIYANTO, Jessen et al.
THE EFFECT OF PRICE, DIGITAL MARKETING, AND SERVICE QUALITY ON CONSUMER SATISFACTION AND LOYALTY AT CV. EKA PRIMA PEKANBARU.
Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 12, n. 3, p. 346-358, sep. 2024.
ISSN 2580-3743.
Available at: <https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/4733>. Date accessed: 16 mar. 2025.
doi: https://doi.org/10.35145/procuratio.v12i3.4733.
Section
Articles
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