Research Article
The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty
@INPROCEEDINGS{10.4108/eai.4-8-2020.2302475, author={Aditya Dwi Irawan and Kandi Sofia Senastri Dahlan and Rustono Farady Marta and Lusi Lian Piantari and Maichel Chinmi}, title={The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty}, proceedings={The Proceedings of the 4th International Conference of Social Science and Education, ICSSED 2020, August 4-5 2020, Yogyakarta, Indonesia}, publisher={EAI}, proceedings_a={ICSSED}, year={2020}, month={11}, keywords={corporate image promotion customer satisfaction customer loyalty alfamart}, doi={10.4108/eai.4-8-2020.2302475} }- Aditya Dwi Irawan
Kandi Sofia Senastri Dahlan
Rustono Farady Marta
Lusi Lian Piantari
Maichel Chinmi
Year: 2020
The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty
ICSSED
EAI
DOI: 10.4108/eai.4-8-2020.2302475
Abstract
This study analyzes of the effect of image and promotion on customer loyalty mediated by customer satisfaction (a study of Alfamart minimarket customers in Tangerang). The research problem proposed refers to some previous research and the existence of a research gap from previous research. Five hypotheses have been formulated and a model has been developed to answer this research problem. The sampling technique is the quota sampling method. Respondents from this study amounted to 252 respondents, where the respondents are Alfamart minimarket customers in Tangerang, who have spent at least 2 times in the last 3 months. The analytical tool used is Statistical Product and Service Solutions (SPSS). The analysis results of this study’s data indicate the model and the results of the study can be well received. The results of this study prove that the image and promotion of positive and significant effect on customer loyalty show that customer satisfaction is proven to positively moderate the effect of independent variables on the dependent variable in this study.