The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District)

Niamin Nurin Nasikhak(1*), Fani Firmansyah(2),

(1) Universitas Islam Negeri Maulana Mailik Ibrahim Malang
(2) Faculty of Economics, UIN Mulana Malik Ibrahim, Malang
(*) Corresponding Author

Abstract


Customer orientation is one of the solutions to overcome competition between businesses in this era. As many similar businesses have emerged, generating customer loyalty is one of the company’s strategies to compete and increase the sales of products. The objective of this study is to determine the effect of product diversity and quality of service on loyalty in terms of customer satisfaction. The quantitative approach is chosen in this study to obtain the expected results, while the path analysis test and the classical assumption test are used as the analysis model. The data source referred to in this study is the result of a questionnaire in the form of respondents’ responses. The population in this study were all customers of the “Toko Pertanian Subur”. A total of 98 respondents were taken as the sample which was determined by purposive sampling technique. After conducting the research, it is found that product diversity and service quality had a positive effect directly on customer loyalty with a significance level of less than alpha (0.050). The product diversity variable also does not have a mediating effect on loyalty when viewed from customer satisfaction. In addition, there is no mediating effect between service quality variables on loyalty in terms of customer satisfaction.

Keywords


Product Diversity; Service Quality; Customer Satisfaction and Customer Quality

Full Text:

PDF

References


Hasan Ali. 2008. Marketing. Media Utama: Yogyakarta.

Kotler, Philip. 2002. Manajemen Pemasaran Edisi Milenium. Jakarta: PT. Prehallindo

Kotler, Philip. 2006. Manajemen Pemasaran Edisi Kedua Belas Jilid 2. PT Prenhallindo: Jakarta

Kotler dan Keller. 2009. Manajemen Pemasaran Jilid I Edisi ke 13. Jakarta: Erlangga

Rivai, Veithzal. 2012. Islamic Marketing (Membangun Dan Mengembangkan Bisnis Dengan Praktik Marketing Rasulullah). Jakarta: PT Gramedia Pustaka Utama

Lupiyoadi, Rambat. 2001. Manajemen Pemasaran Jasa. Salemba Empat: Jakarta

Tjiptono, Fandy.1997. Strategi Pemasaran Edisi Kedua. Yogyakarta: Penerbit Andi-Offset

Tjiptono, Fandi. 2005. Pemasaran Jasa Edisi Pertama. Yogyakarta: Penerbit Banyumedia Publising

Tjiptono, Fandy. 2007. Strategi Pemasaran Edisi Pertama.Yogyakarta: Andi-Offset

Tjiptono, Fandy dan Gregorius Chandra. 2012. Pemasaran Strategik.Yogyakarta: Andi

Simammora, Henry. 2004. Manajemen pemasaran internasioal Jilid 1. Jakarta: Salemba Empat

Utami, Christina Whidya.2010. Manajemen Ritel : Strategi dan Implementasi Oprasional Bisnis Ritel Moderen di Indonesia Edisi 2. Jakarta: Penerbit Salemba Empat




DOI: https://doi.org/10.24123/jmb.v20i1.424

Article Metrics

Abstract view : 815 times
PDF - 512 times

Refbacks

  • There are currently no refbacks.




Copyright (c) 2021 Journal of Management and Business

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

Google ScholarGoogle ScholarGARUDA - Garba Rujukan Digital
DOAJ
ROADROADEBSCO
mabis statistics