PENGARUH PRODUCT QUALITY DAN
ONLINE PROMOTION TERHADAP CUSTOMER STATISFACTION DENGAN CUSTOMER VALUE SEBAGAI VARIABEL MEDIASI
( Study Kasus Pada UMKM Madu Kembang Harum Kabupaten Batang )
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Imamah, Nurul
Subject
H Social Sciences (General)
Datestamp
2023-08-30 08:20:43
Abstract :
The object of this research is limited to honey products produced by UMKM Kembang Harum in Batang Regency. This study aims to determine the effect of product quality and online promotion on customer satisfaction through customer value. The research sample consisted of 100 consumers who bought honey at the Madu Kembang Harum UKM, Batang Regency, using a sampling technique, namely purposive sampling, which is a sampling technique with established criteria including: consumers who were used as respondents were at least 17 years old, had ever bought honey at UMKM Madu Kembang Harum, Batang Regency at least 2 times and domiciled in Batang Regency. The data analysis method used for hypothesis testing is Partial Least Square (PLS) which will be operated using the Smart PLS program. The results of the study show that product quality has a positive and significant effect on customer satisfaction. Online promotion | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer value. Online promotion | has a positive and significant effect on customer value. Customer value | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer satisfaction mediated by customer value. And online promotion | has a positive and significant effect on customer satisfaction mediated by customer value. Keywords: product quality, online promotion, customer satisfaction and customer value
The object of this research is limited to honey products produced by UMKM Kembang Harum in Batang Regency. This study aims to determine the effect of product quality and online promotion on customer satisfaction through customer value. The research sample consisted of 100 consumers who bought honey at the Madu Kembang Harum UKM, Batang Regency, using a sampling technique, namely purposive sampling, which is a sampling technique with established criteria including: consumers who were used as respondents were at least 17 years old, had ever bought honey at UMKM Madu Kembang Harum, Batang Regency at least 2 times and domiciled in Batang Regency. The data analysis method used for hypothesis testing is Partial Least Square (PLS) which will be operated using the Smart PLS program. The results of the study show that product quality has a positive and significant effect on customer satisfaction. Online promotion | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer value. Online promotion | has a positive and significant effect on customer value. Customer value | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer satisfaction mediated by customer value. And online promotion | has a positive and significant effect on customer satisfaction mediated by customer value. Keywords: product quality, online promotion, customer satisfaction and customer value
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
