The Influence of Marketing Strategy, Product Quality, and Service Quality on Customer Loyalty using the Moderating Variable of Brand Awareness
Pengaruh Strategi Pemasaran, Kualitas Produk, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan menggunakan Variabel Moderasi Kesadaran Merek
DOI:
https://doi.org/10.21070/ups.9858Keywords:
Marketing strategy, Product Quality, Service Quality, Customer Loyalty, Brand AwarenesAbstract
The aim of this study is to examine the impact of marketing strategies, product quality, and service quality on customer loyalty, with brand awareness serving as a moderating variable. The population comprises all customers who made purchases on two weekdays, one weekend day, and one national holiday. A non-probability sampling technique, specifically accidental sampling, was employed to select the sample. This method involves selecting respondents who are conveniently available during the data collection process. Data analysis was conducted using Moderated Regression Analysis (MRA) to assess the relationships between the variables. Statistical processing was performed using SPSS software to ensure accurate findings that can be systematically analyzed. It is anticipated
that this research will provide a foundation for companies to design more effective marketing strategies, enhance product and service quality, and foster strong customer loyalty
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