The Proceedings of the 4th International Conference of Social Science and Education, ICSSED 2020, August 4-5 2020, Yogyakarta, Indonesia

Research Article

The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty

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  • @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
Aditya Dwi Irawan1,*, Kandi Sofia Senastri Dahlan2, Rustono Farady Marta2, Lusi Lian Piantari3, Maichel Chinmi1
  • 1: Universitas Bunda Mulia, Jalur Sutera Barat Kav. 7-9, Tangerang, Indonesia
  • 2: Universitas Bunda Mulia, Jln. Lodan Raya No. 2, North Jakarta, 14430, Jakarta, Indonesia
  • 3: Al-Azhar University Masjid Agung Al-Azhar, Jl. Sisingamangaraja No.2, Jakarta, Indonesia
*Contact email: aditya.d.irawan@gmail.com

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.