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Title: :  THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS
PaperId: :  21470
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 9 Issue 4 2023
DUI:    16.0415/IJARIIE-21470
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
WilionUniversity Prima Indonesia, Medan, Indonesia
Efendy PakpahanUniversity Prima Indonesia, Medan, Indonesia
Fenny Krisna MarpaungUniversity Prima Indonesia, Medan, Indonesia
BettyUniversity Prima Indonesia, Medan, Indonesia

Abstract

Management
Price, Promotion, Customer Satisfaction and Loyalty
Asia Sakti Wahid Foods, abbreviated as ASWFOODS, is a professional manufacturing company engaged in the production, distribution and export of various kinds of biscuits, crackers, wafers and chocolate. The company was founded in 1978 and is located in Medan, North Sumatra-Indonesia. In addition, ASWFOODS also develops and creates various products according to consumer demand and has met international quality standards. The problem in this study is whether price and promotion affect customer loyalty through customer satisfaction. Respondents in this study were 128 customers on hatari malkist crackers products. The data analysis technique in this study uses four tests, namely descriptive analysis, classical assumption test, path analysis and hypothesis testing with SPSS Statistic 22 (Statistical Package For The Social Sciences). The results showed that: (1) price has a positive and significant effect on customer satisfaction, (2) promotion has a positive and significant effect on customer satisfaction, (3) price has a positive and significant effect on customer loyalty, (4) promotion has a positive and significant effect on customer loyalty, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) price through customer satisfaction has a positive and significant effect on customer loyalty, customer satisfaction is able to mediate the relationship between the effect of price on customer loyalty and (7) promotion through customer satisfaction has a positive and significant effect on customer loyalty, customer satisfaction is able to mediate the relationship between the effect of promotion on customer loyalty.

Citations

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IJARIIE Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. "THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS" International Journal Of Advance Research And Innovative Ideas In Education Volume 9 Issue 4 2023 Page 3220-3226
MLA Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. "THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS." International Journal Of Advance Research And Innovative Ideas In Education 9.4(2023) : 3220-3226.
APA Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, & Betty. (2023). THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS. International Journal Of Advance Research And Innovative Ideas In Education, 9(4), 3220-3226.
Chicago Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. "THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS." International Journal Of Advance Research And Innovative Ideas In Education 9, no. 4 (2023) : 3220-3226.
Oxford Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. 'THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS', International Journal Of Advance Research And Innovative Ideas In Education, vol. 9, no. 4, 2023, p. 3220-3226. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRICE_AND_PROMOTION_ON_CUSTOMER_LOYALTY_WITH_CUSTOMER_SATISFACTION_AS_AN_INTERVENING_VARIABLE_IN_BISCUITS_HATARI_MALKIST_CRACKERS_ijariie21470.pdf (Accessed : 08 December 2023).
Harvard Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. (2023) 'THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS', International Journal Of Advance Research And Innovative Ideas In Education, 9(4), pp. 3220-3226IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRICE_AND_PROMOTION_ON_CUSTOMER_LOYALTY_WITH_CUSTOMER_SATISFACTION_AS_AN_INTERVENING_VARIABLE_IN_BISCUITS_HATARI_MALKIST_CRACKERS_ijariie21470.pdf (Accessed : 08 December 2023)
IEEE Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty, "THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS," International Journal Of Advance Research And Innovative Ideas In Education, vol. 9, no. 4, pp. 3220-3226, Jul-Aug 2023. [Online]. Available: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRICE_AND_PROMOTION_ON_CUSTOMER_LOYALTY_WITH_CUSTOMER_SATISFACTION_AS_AN_INTERVENING_VARIABLE_IN_BISCUITS_HATARI_MALKIST_CRACKERS_ijariie21470.pdf [Accessed : 08 December 2023].
Turabian Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. "THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 9 number 4 (08 December 2023).
Vancouver Wilion, Efendy Pakpahan, Fenny Krisna Marpaung, and Betty. THE EFFECT OF PRICE AND PROMOTION ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN BISCUITS HATARI MALKIST CRACKERS. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2023 [Cited : 08 December 2023]; 9(4) : 3220-3226. Available from: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRICE_AND_PROMOTION_ON_CUSTOMER_LOYALTY_WITH_CUSTOMER_SATISFACTION_AS_AN_INTERVENING_VARIABLE_IN_BISCUITS_HATARI_MALKIST_CRACKERS_ijariie21470.pdf
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