PENGARUH PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK YANG DIMEDIASI OLEH LOYALITAS PELANGGAN (Studi Pada Pelanggan Minimarket Indomaret Wilayah Sampang)

Abstract

This type of research is explanatory research, research approach using a quantitative approach, research data analysis using SEM program partial least squares (PLS). The population is 230 people, the research sample is 146 people, the sampling method uses the slovin formula. Based on data analysis using smart PLS, the results showed that: 1). Promotion on purchasing decisions has a positive and significant effect with Original Sample value of 0.296 and p-values ​​of 0.000; 2). Promotion on customer loyalty has a positive and significant effect with the Original Sample value of 0.391 and p-values ​​of 0.000; 3). Service quality on purchasing decisions has no significant positive effect with the Original Sample value of 0.077 and p-values ​​of 0.244; 4). Service quality on customer loyalty has a significant positive effect with Original Sample value of 0.291 and p-values ​​of 0.002; 5). Customer loyalty to purchasing decisions has a significant positive effect with the Original Sample value of 0.318 and p-values ​​of 0.000; 6). Promotion on purchasing decisions mediated by consumer loyalty has a positive and insignificant effect with the Original Sample value of 0.124 and p-values ​​of 0.004; 7). Service quality on purchasing decisions mediated by customer loyalty has no significant positive effect with Original Sample value of 0.093 and p-values ​​of 0.005. The dominant influence is the effect of promotion on customer loyalty.