Analisis Promotion Activites Terhadap Customer Loyalty Melalui Perceived Quality, Customer Experience, dan Customer Satisfaction Pada Pengguna Vivo Di Surabaya
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The rapid development of technology has made community activities easier. One of the fastest growing technologies is smartphones. One of the smartphone manufacturers in Indonesia is VIVO. VIVO is a global smartphone manufacturer with production and research and development facilities in China (Dongguan, Shenzhen, Nanjing, Beijing, Hangzhou and Chongqing), India, Indonesia and the United States (San Diego). This study aims to determine how the influence of Promotional Activities, Perceived Quality, and Customer Experience on Customer Loyalty through Customer Satisfaction. as input in knowing what factors influence Customer Loyalty in terms of variables Promotional Activities, Perceived Quality, Customer Experience, Customer Satisfaction. So that the company can make corrective steps to ensure an increase in Customer Loyalty in the VIVO company which in turn affects the performance of the company. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was done by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, and had purchased and used VIVO mobile phones in the last 6 months. The results showed that the Promotion Activities variable had a significant effect on Perceived Quality with a regression coefficient of 0.302; Promotion Activities variables have a significant effect on Customer Experience with a regression coefficient of 0.526; Perceived Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.980; Customer Experience variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.372; and the Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.944.
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