Track: Business Management

Abstract

This type of research is a type of quantitative research that using a cross-sectional approach. This study uses the Non-Probability Sampling technique using purposive sampling, with a total sample of 125 respondents. The analysis method used in this research is "Path Analysis". The results showed 1) The influence of the digital marketing variable on customer satisfaction is positive and significant. The regression coefficient value β1 = 0.137 with a significance level of 0.00 means significant (Sig <0.05). t-count 3,712> t-table 1,657. 2) The influence of the variable customer Perceived value on customer satisfaction is positive and significant. The regression coefficient value β2 = 0, 293 with a significance level of 0.03 which means significant (Sig <0.05). t-count value 2,913> t-table 1,657. 3) The influence of digital marketing variables on customer loyalty is positive and significant. The regression coefficient value β3 = 0.248 with a significance level of 0.00 means significant (Sig <0.05). t-count 2.564> t-table 1.657. The influence of the variable customer perceived value on loyalty is positive and significant. The regression coefficient value β4 = 0.431 with a significance level of 0.00 means significant (Sig <0.05). t-count value 3.333> t-table 1.657. 5) The influence of the customer satisfaction variable on customer loyalty is positive and significant. The regression coefficient value β5 = 0.394 with a significance level of 0.03 means significant (Sig <0.05). t-count 3.032> t-table 1.657. The influence of digital marketing variables through customer satisfaction on customer loyalty is positive and significant. Based on the Sobel test, the value of the r count of the indirect effect of digital marketing (X1) on customer loyalty (Y2) through customer satisfaction (Y1) is 3.1954. It is greater than r-table = 1.979. The effect of the variable customer perceived value through customer satisfaction on customer loyalty is positive and significant. Based on the Sobel test, the value of the r count of the indirect effect of Customer Perceived Value (X2) on customer loyalty (Y2) through customer satisfaction (Y1) is 4.5264. It is greater than the r-table 1.979.