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The Effect of Price, Digital Marketing, and Service Quality on Consumer Satisfaction and Loyalty at Cv. Eka Prima Pekanbaru

Year: 2024

Type: article

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.

Source: Procuratio Jurnal Ilmiah Manajemen

DOI: 10.35145/procuratio.v12i3.4733

Authors: Jessen Liyanto, Silvia Sari Sitompul, Fitri Yani, Harry Patuan Panjaitan

Institution: Institut Bisnis dan Teknologi Pelita Indonesia

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409852701

FWCI:

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