Pengaruh Distribution,Promotion,Product Quality,Product Inovation,Price,Service Quality terhadap Customer Loyalty melalui Customer Satisfaction pada produk UD Delta Tehnik di Surabaya

Abstract

Competitive strategy becomes a interesting phenomenon to be discussed with every businessman because a strategy is the key to success businessman. Now every businessman who has his own business required for how to deal with competitions in the market and what your customer desire.UD Delta Technic always need trying how to improve the distribution, promotion, product quality, product innovation, price, quality of service and customer satisfaction with customer loyalty. The purpose of this study was to determine and analyze the effect of the distribution to customer satisfaction, promotion to customer satisfaction, product quality to customer satisfaction, product innovation to customer satisfaction, the price to customer satisfaction, service quality to customer satisfaction, and customer satisfaction on customer loyalty in the store UD Delta Technic in Surabaya. Customer loyalty is affected by customer satisfaction which consist of Distribution, Promotion, Product Quality, Product Innovation, Price, Service Quality. This study use a quantitative approach with analysis techniques Structural Equation Model (SEM) and AMOS software 20.0. Data collecting in this study conducted by distribute questionnaires to 160 respondents, with characteristics that respondents are customers of UD Delta Technics age range 18-60 years, buy products at UD Delta Technic at least five times in the last 2 years. The results showed that the variables Customer Satisfaction influenced the Customer Loyalty with a regression coefficient of 0,547, variable Service Quality influence on Customer Satisfaction has a regression coefficient of 0.547, variable Product Quality influence on Customer Satisfaction has a regression coefficient of 0323, variable Promotion effect on Customer Satisfaction has a regression coefficient of 0.278, among the variables affect the Product Innovation Customer Satisfaction has a regression coefficient of 0.238, Distribution variables affect the Customer Satisfaction has a regression coefficient of 0.220, Price variables affect the Customer Satisfaction has a regression coefficient of 0.209