The Role of Promotion and Service Quality in Increasing Consumer Satisfaction and Loyalty in Pawnshops
Journal Title: Journal of Economics, Finance and Management Studies - Year 2021, Vol 4, Issue 10
Abstract
Pawnshop is one of the non-bank financial institutions that is an alternative for the community in meeting short-term needs. In this pawnshop business, there are many products that can be offered, one of which is gold investment. This study has five objectives, namely the first: to determine the effect of promotion on customer satisfaction, Second, to determine the effect of service quality on customer satisfaction, Third, to determine the effect of promotion on customer loyalty, Fourth, to determine the effect of service quality on customer loyalty, Fifth , to determine the effect of customer satisfaction on customer loyalty. This research was conducted at the pawnshop PT. Pegadaian (Persero) Bondowoso Branch Office. The research sample was determined by 100 respondents using purposive sampling technique. Data analysis to achieve research objectives using Structural Equation Model using WarpPLS 5.0. The results of the study after calculating with WarpPLS 5.0. shows that (1) promotion and service quality have a significant effect on customer satisfaction, (2) promotion has a significant effect on customer loyalty, (3) service quality has no significant effect on customer loyalty, (4) customer satisfaction has an impact on customer loyalty. effect.
Authors and Affiliations
Nurul Qomariah, Mohammad Krisna Murti Pangestu, Toni Herlambang, Ni Nyoman PutuMartini
Keywords
Related Articles
- EP ID EP706263
- DOI 10.47191/jefms/v4-i10-17
- Views 164
- Downloads 0
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