PEMASARAN DIGITAL DAN CITRA MEREK MENINGKATKAN LOYALITAS PELANGGAN MELALUI KEPUASAN PADA PELANGGAN PRODUK FASHION

Aas Kurniasih, Farida Yuliaty

Abstract


Penelitian ini bertujuan untuk mengetahui kondisi Pemasaran Digital, Citra Merek, Kepuasaan Pelanggan, Loyalitas Pelanggan pada pelanggan produk Fashion online shop di kota Bandung. Metode Penelitian yang digunakan kuantitatif dengan pendekatan deskriptif verifikatif. Alat analisa yang digunakan path analysis, Penelitian ini menggunakan data primer dan sekunder, Pengumpulan data melalui kuesioner skala likert 5 poin dengan mengambil  sampel sebanyak 100 orang  responden juga melalui studi literatur, teknik analisis yang dugunakan adalah analisis jalur, korelasi,  determinasi, uji t dan uji f . Hasil penelitian  menunjukan kepuasan pelanggan dapat dipengaruhi oleh pemasaran digital dan citra merek baik secara simultan maupun parsial, kepuasaan pelanggan berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan. Pengaruh pemasaran digital  dan citra merek  berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan merupakan variabel mediasi antara pengaruh pemasaran digital terhadap loyalitas pelanggan, namun tidak menajdi variabel media antara pengaruh citra merek terhadap loyalitas pelanggan.


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DOI: https://doi.org/10.32897/jiim.2022.1.1.1640

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