The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District)
Customer orientation is one of the solutions to overcome competition between businesses in this era. As many similar businesses have emerged, generating customer loyalty is one of the company’s strategies to compete and increase the sales of products. The objective of this study is to determine the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Management, Faculty of Economics and Business, Universitas Surabaya
2021-03-01
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| Series: | Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | https://www.journalmabis.org/mabis/article/view/424 |
| _version_ | 1797448578165112832 |
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| author | Niamin Nurin Nasikhak Fani Firmansyah |
| author_facet | Niamin Nurin Nasikhak Fani Firmansyah |
| author_sort | Niamin Nurin Nasikhak |
| collection | DOAJ |
| description | Customer orientation is one of the solutions to overcome competition between businesses in this era. As many similar businesses have emerged, generating customer loyalty is one of the company’s strategies to compete and increase the sales of products. The objective of this study is to determine the effect of product diversity and quality of service on loyalty in terms of customer satisfaction. The quantitative approach is chosen in this study to obtain the expected results, while the path analysis test and the classical assumption test are used as the analysis model. The data source referred to in this study is the result of a questionnaire in the form of respondents’ responses. The population in this study were all customers of the “Toko Pertanian Subur”. A total of 98 respondents were taken as the sample which was determined by purposive sampling technique. After conducting the research, it is found that product diversity and service quality had a positive effect directly on customer loyalty with a significance level of less than alpha (0.050). The product diversity variable also does not have a mediating effect on loyalty when viewed from customer satisfaction. In addition, there is no mediating effect between service quality variables on loyalty in terms of customer satisfaction. |
| first_indexed | 2024-03-09T14:12:30Z |
| format | Article |
| id | doaj.art-2157651a667b4fc09c7515bad7425d54 |
| institution | Directory Open Access Journal |
| issn | 1412-3789 2477-1783 |
| language | English |
| last_indexed | 2024-03-09T14:12:30Z |
| publishDate | 2021-03-01 |
| publisher | Department of Management, Faculty of Economics and Business, Universitas Surabaya |
| record_format | Article |
| series | Manajemen dan Bisnis |
| spelling | doaj.art-2157651a667b4fc09c7515bad7425d542023-11-29T05:50:40ZengDepartment of Management, Faculty of Economics and Business, Universitas SurabayaManajemen dan Bisnis1412-37892477-17832021-03-01201778610.24123/jmb.v20i1.424318The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District)Niamin Nurin Nasikhak0Fani Firmansyah1Universitas Islam Negeri Maulana Mailik Ibrahim MalangFaculty of Economics, UIN Mulana Malik Ibrahim, MalangCustomer orientation is one of the solutions to overcome competition between businesses in this era. As many similar businesses have emerged, generating customer loyalty is one of the company’s strategies to compete and increase the sales of products. The objective of this study is to determine the effect of product diversity and quality of service on loyalty in terms of customer satisfaction. The quantitative approach is chosen in this study to obtain the expected results, while the path analysis test and the classical assumption test are used as the analysis model. The data source referred to in this study is the result of a questionnaire in the form of respondents’ responses. The population in this study were all customers of the “Toko Pertanian Subur”. A total of 98 respondents were taken as the sample which was determined by purposive sampling technique. After conducting the research, it is found that product diversity and service quality had a positive effect directly on customer loyalty with a significance level of less than alpha (0.050). The product diversity variable also does not have a mediating effect on loyalty when viewed from customer satisfaction. In addition, there is no mediating effect between service quality variables on loyalty in terms of customer satisfaction.https://www.journalmabis.org/mabis/article/view/424product diversityservice qualitycustomer satisfaction and customer quality |
| spellingShingle | Niamin Nurin Nasikhak Fani Firmansyah The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) Manajemen dan Bisnis product diversity service quality customer satisfaction and customer quality |
| title | The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) |
| title_full | The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) |
| title_fullStr | The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) |
| title_full_unstemmed | The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) |
| title_short | The effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable (Study of Toko Pertanian Subur, Pace Nganjuk District) |
| title_sort | effect of product diversity and service quality on loyalty with customer satisfaction as an intervening variable study of toko pertanian subur pace nganjuk district |
| topic | product diversity service quality customer satisfaction and customer quality |
| url | https://www.journalmabis.org/mabis/article/view/424 |
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