Strategi Pemasaran Digital dan Kualitas Produk untuk Mendapatkan Pelanggan Setia
DOI:
https://doi.org/10.31004/jptam.v6i2.4799Keywords:
Kualitas Produk, Pemasaran Digital, Pelanggan SetiaAbstract
Dengan meningkatnya persaingan di dalam industri F&B di Indonesia, setiap bisnis menggunakan beragam strategi untuk mendapatkan Loyal Customer. Perusahaan memanfaatkan social media untuk memasarkan produknya dan membangun relasi dengan pelanggan agar mereka dapat mempercayai perusahaan tersebut. Kepercayaan pelanggan juga bisa didapatkan dengan menjaga dan meningkatkan kualitas produk yang diberikan kepada mereka oleh perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh Strategi pemasaran digital dan kualitas produk terhadap kesetiaan pelanggan. Metode penelitian dilakukan secara kuantitatif dengan menyebarkan kuesioner kepada 200 responden. Hasil penelitian menunjukan pengaruhnya strategi pemasaran digital dan kualitas produk terhadap pelanggan setia. Penelitian ini menggunakan metode analisis linear berganda dengan nilai Koefisien Determinasi (R²) sebesar 29.8% pengaruh dari variabel kualitas produk dan pemasaran digital dapat menjelaskan variasi dari variabel pelanggan setia. Dan sebesar 70.2% dari variabel pelanggan setia dapat dijelaskan oleh variabel – variabel lain yang tidak ada didalam penelitian ini.
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