The Influence of Digital Marketing and Product Quality on Customer Satisfaction and Its Implications on Customer Loyalty at Master Jaya Store in Depok, West Java, Indonesia
Keywords:
Path Analysis, Customer Satisfaction, Product Quality, Loyalty, Digital MarketingAbstract
Digital marketing currently plays a vital role in introducing a product and directly engaging customers. Digital marketing techniques have considerable potential to enhance customer preferences for purchasing a product, especially among young individuals who tend to readily adapt to digital products. The research is conducted to understand the influence of digital marketing and product quality on customer loyalty with customer satisfaction as a mediator among students at the School of Economics in Bogor. The study employed primary data through questionnaires distributed to 50 respondents. Path analysis results revealed that digital marketing has a direct, positive, and significant impact on customer loyalty, whereas product quality does not directly affect loyalty. Indirectly, digital marketing and product quality significantly influence loyalty through customer satisfaction.
References
Adeiza, A., Abdullahi, M. S., Abdel Fattah, F. A. M., Fawehinmi, O., Ismail, N. A., Arnaut, M., Aigbogun, O., Adam, I. S., & Ehido, A. (2022). Mediating mechanism of customer satisfaction on customer relationship management implementation and customer loyalty among consolidated banks. Uncertain Supply Chain Management, 10(3), 819–832. https://doi.org/10.5267/j.uscm.2022.3.012
Amendola, A., Barra, C., & Zotti, R. (2023). Universities, Local Economic Productivity and Quality of Institutions: Evidence From Italy. International Regional Science Review, 46(2), 179–209. https://doi.org/10.1177/01600176221099178
Bhuvaneswari, S., Deepakraj, R., Urooj, S., Sharma, N., & Pathak, N. (2023). Computational Analysis: Unveiling the Quantum Algorithms for Protein Analysis and Predictions. IEEE Access, 11, 94023–94033. https://doi.org/10.1109/ACCESS.2023.3310812
Cho, Y., & Choi, Y. (2021). When and how does sustainable HRM improve customer orientation of frontline employees? Satisfaction, empowerment, and communication. Sustainability (Switzerland), 13(7). https://doi.org/10.3390/su13073693
Cosa, S., Ogbeifun, E., & Pretorius, J.-H. C. (2021). Managing inter-departmental project delivery to enhance customer satisfaction. Engineering Management in Production and Services, 13(4), 39–56. https://doi.org/10.2478/emj-2021-0030
Etherington, W. G., Martin, S. W., Dohoo, I. R., & Bosu, W. T. (1985). Interrelationships between ambient temperature, age at calving, postpartum reproductive events and reproductive performance in dairy cows: a path analysis. Canadian Journal of Comparative Medicine, 49(3), 254–260. https://www.scopus.com/inward/record.uri?eid=2-s2.0-0022085861&partnerID=40&md5=43ffd35fbba6a92645b25d044b94e154
Jung, J. (2020). Institutional quality, FDI, and productivity: A theoretical analysis. Sustainability (Switzerland), 12(17). https://doi.org/10.3390/su12177057
Kaur, B., Kiran, S., Grima, S., & Rupeika-Apoga, R. (2021). Digital banking in northern india: The risks on customer satisfaction. Risks, 9(11). https://doi.org/10.3390/risks9110209
Kristjansen, E. T. (2020). Design matters: Tensions between democratic quality and productive collaboration. Innovation Journal, 25(3), 1–24. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087294069&partnerID=40&md5=9e93ce94a56f5fd81a844fe3b19b3080
Lokesh, S., Menaga., A., & Vasantha, S. (2022). Influence Of Customer Relationship Management Towards Customer Loyalty with Mediating Factor Customer Satisfaction in Insurances Sector. Quality - Access to Success, 23(187), 169–173. https://doi.org/10.47750/QAS/23.187.21
Mariansyah, A., & Syarif, A. (2020). The influence of product quality, service quality, and price on consumer satisfaction at Kabalu Cafe. Management Development Scientific Journal, 3(2), 134–146.
Petr, S., Simona, Č., Hana, K., & Stanislava, D. (2021). Business Financial Performance In The Context Of Customer Satisfaction Management. Quality - Access to Success, 22(185), 124–135. https://doi.org/10.47750/QAS/22.185.17
Pramustia, R. F., & Suyatno, D. F. (2021). Analysis of the Effect of Website Quality on Sociolla Customer Satisfaction and Loyalty Using WebQual 4.0 (Case Study: Sociolla Customers in East Java. Journal of Emerging Information Systems and Business Intelligence (JEISBI, 2(3), 94–100. https://ejournal.unesa.ac.id/index.php/JEISBI/article/view/41857
Sanaa, M., Pouillot, R., Vega, F. G., Strain, E., & Van Doren, J. M. (2019). GenomeGraphR: A user-friendly open-source web application for foodborne pathogen whole genome sequencing data integration, analysis, and visualization. PLoS ONE, 14(2). https://doi.org/10.1371/journal.pone.0213039
Srivastava, M. (2015). Influencers of Customer Satisfaction - Customer Loyalty Relationship: A Conceptual Research Model. IMJ, 7(1), 54–65.
Usman, O., Monoarfa, T., & Marsofiyati, M. (2020). E-Banking and mobile banking effects on customer satisfaction. Accounting, 6(6), 1117–1128.
Andalusi, R. (2018). Pengaruh Kualitas Pelayanan, Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan Instrumen Penunjang Laboratorium (Studi kasus pada PT Laborindo Sarana Jakarta). Jurnal Madani, 1(2), 305–322.
Anggraeni, D., Kumadji, S., & Sunarti,
S. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan (Survei pada Pelanggan Nasi Rawon di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 171– 177.
Aryanto, V.D.W., & Wismantoro, Y. (2020). Marketing Digital Solusi Bisnis Masa Kini dan Masa Depan. PT. Kanisius.
Fahrika, A., Rachma, N., & Slamet, A. R. (2019). Pengaruh Online Marketing dan E-Service Quality Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening pada Online Shop Joyism Malang. Jurnal Ilmiah Riset Manajemen, 8(4), 52–63.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Maupa, H., Sambo, Y., & Maming, D. (2020). Pengaruh Online Marketing dan Word of Mouth Communication Terhadap Customer Satisfation Melalui Estetika Produk pada Perusahaan Ampa Bakery Takalar. Jurnal Bisnis, Manajemen, Dan Informatika, 17(1), 43–68.
Muljono, R.K. (2019). Digital Marketing Concept Penggunaan Konsep Dasar Digital Marketing untuk Membuat Perubahan Besar. PT. Gramedia Pustaka Utama.
Primadhita, Y., Budiningsih, S., & Primatami, A. (2018). Pengaruh Faktor Internal dan Faktor Eksternal Terhadap Keputusan Perempuan Berwirausaha. Jurnal Pengembangan Wiraswasta, 20(3), 161–167.
Puspitasari, N.P.D., Nabillah, A.D., Bahari, R., Caksono, N.D., & Mustika. (2019). Penerapan Teknologi Digital Marketing Untuk Meningkatkan Strategi Pemasaran Snack Tiwul. Journal Scientific and Applied Informatics, 2(2), 165–171.
Saputra, A., Papilo, P., & Mariza, M. (2020). Pengaruh Pemasaran Digital dan Duta Merek Terhadap Kesadaran Merek PT ABC Regional Riau. Seminar Nasional Teknologi Informasi, Komunikasi dan Industri 12, 1 Desember
, 462–469.
Sugiyono. (2014). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suwanto, S. (2023). The Influence of Work Environment and Work Motivation on Employee Performance at PT. Valdo International Central Jakarta. Kontigensi: Jurnal Ilmiah Manajemen, 11(2).
Suwanto, S., & Eka, P. D. (2020). Analysis Of Leadership Style Influence, Job Motivation, And Compensation Towards Teacher Satisfaction On The Foundation Of Al-Hasra Bojongsari. Depok City. International Journal of Advances in Social and Economics, 2(3).
Suwanto, S., Eka, P. D., Agusentoso, R., Juanda, A., & Kurniawan, P. (2020). Menggali potensi, memotivasi dan mengarahkan generasi muda menyongsong dunia kerja pada PKBM Cipta Tunas Karya Cipondoh kota Tangerang. Jurnal Pengabdian Dharma Laksana, 2(2), 132-136.
Suwanto, S., Eka, P. D., Juanda, A., Gandung, M., & Kurniawan, P. (2020). Pengelolaan Kewirausahaan di Era 4g untuk Peningkatan Kesejahteraan di Desa Cicalengka Kecamatan Pagedangan Kabupaten Tangerang Banten. Dedikasi PKM, 1(3), 103-108.
Suwanto, S., Eka, P., Agusentoso, R., Gandung, M., Nuraldy, H., Imbron, I., ... & Sunarsi, D. (2021, January). The Influence of Leadership, Motivation and Organization Commitment to Employee Performance in Religious Description of Religion of Tangerang Selatan City. In Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia.
Suwanto, S., Sunarsi, D., & Achmad, W. (2022). Effect of Transformational Leadership, Servant Leadershi, and Digital Transformation on MSMEs Performance and Work Innovation Capabilities. Central European Management Journal, 30(4), 751-762.
Gandung, M., Sunarsi, D., & Suwanto, S. (2023). Pelatihan Dasar Kepemimpinan Taman Belajar Kreatif Duren Mekar Parung Bogor. Jurnal Pengabdian Masyarakat Madani (JPMM), 3(1), 98- 104.
Gandung, M., Suwanto, S., & Sunarsi, D. (2022). Pelatihan Kemampuan Komunikasi bagi Pemuda pada Karang Taruna Kelurahan Kedaung Kota Depok. Jurnal Peradaban Masyarakat, 2(6), 44-48.
Juanda, A., Kurniawan, P., Suwanto, S., Eka, P. D., & Astutik, E. P. (2020). Menumbuhkan Rasa Gotong Royong dan Interaksi Sosial di Kelurahan Pondok Jaya Kota Tangerang Selatan. Dedikasi Pkm, 1(2), 13-19.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Kasmad
This work is licensed under a Creative Commons Attribution 4.0 International License.
