IMFLIKASI FAKTOR SERVICE QUALITY DAN E-MARKETING SEBAGAI STRATEGI PEMASARAN DI MASA PANDEMI COVID-19 TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI PADA UMKM CEMILAN TANJUNGPINANG)

Abstract

This study aims to determine the implications of service quality and e-marketing factors as marketing strategies during the Covid-19 pandemic on customer loyalty through customer satisfaction as an intervening variable (Study on SMEs Cemilan Tanjungpinang. This type of research is quantitative research. The criteria used as samples in this study are customers who have purchased products online at MSME Cemilan Tanjungpinang. The questionnaire was tested for validity and reliability. Data were analyzed using multiple linear regression analysis, including t test, F test and coefficient of determination. The results showed that partially Service Quality (X1), E-marketing (X2) variables had a significant effect on Customer Loyalty (Y). F test results obtained Fcount 51,496 with Ftable 2.15 identifying that the Service Quality (X1), E-marketing (X2) variables simultaneously have a significant effect on the Customer Loyalty variable (Y). F test results obtained Fcount 51,496 with Ftable 2.15 identifying that the Service Quality (X1), E-marketing (X2) variables simultaneously have a significant effect on the Customer Loyalty variable (Y). Based on the coefficient of determination test, about 56.4% of the Customer Satisfaction variable is influenced by the Service Quality (X1) and E-marketing (X2) variables. The remaining 43.6% is influenced by other factors not described in this study.