ANALYSIS OF PRODUCT QUALITY, SERVICE QUALITY, AND PROMOTION ON CUSTOMER SATISFACTION AND THEIR IMPACT ON CUSTOMER LOYALTY OF BRIMO APPLICATION USERS AT PT BANK RAKYAT INDONESIA (PERSERO) TBK, TANGERANG MERDEKA BRANCH OFFICE

Sakdanur; Udin Ahidin; M. Anah Furyanah

doi:10.61677/count.v4i1.985

Authors

Sakdanur Program Studi Magister Manajemen Program Pascasarjana, Universitas Pamulang
Udin Ahidin Program Studi Magister Manajemen Program Pascasarjana, Universitas Pamulang
M. Anah Furyanah Program Studi Magister Manajemen Program Pascasarjana, Universitas Pamulang

DOI:

https://doi.org/10.61677/count.v4i1.985

Keywords:

Product quality, service quality, promotion, customer satisfaction, customer loyalty.

Abstract

The study was conducted to analyze the effects of product quality, service quality, and promotion on customer satisfaction and their impact on the loyalty of BRImo application users among customers of PT Bank Rakyat Indonesia (Persero) Tbk, Tangerang Merdeka Branch. The study employed a quantitative approach using descriptive and verificative methods. Data were obtained through questionnaires distributed to BRImo users and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The research variables consisted of product quality, service quality, and promotion as exogenous variables, customer satisfaction as an intervening variable, and customer loyalty as an endogenous variable. The results showed that product quality, service quality, and promotion had a positive and significant effect on customer satisfaction. Customer satisfaction also had a positive and significant effect on customer loyalty. In addition, the direct effects of product quality, service quality, and promotion on customer loyalty were not significant. However, product quality, service quality, and promotion had positive and significant effects on customer loyalty through customer satisfaction as an intervening variable. Therefore, customer satisfaction plays a role in mediating the effects of product quality, service quality, and promotion on the loyalty of BRImo application users. These findings indicate that increasing customer loyalty cannot be achieved solely through product quality, service quality, and promotion directly, but should also be directed toward enhancing customer satisfaction as the primary mechanism for building loyalty among BRImo users.

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