The Influence of Product Quality and Digital Marketing on Customer Loyalty in Coffee Bean Products at Titik Tuju Kediri

Authors

  • Afif Nur Rahmadi Universitas Negeri Malang
  • Sudarmiatin Universitas Negeri Malang
  • Ludi Whisnu Wardana Universitas Negeri Malang

DOI:

https://doi.org/10.30737/risk.v4i2.5206

Abstract

This research aims to determine the influence of product quality and digital marketing partially and simultaneously on customer loyalty to coffee bean products at Point Tuju Kediri. The population in this study were customers who bought coffee bean products, with a sample of 96 respondents. The sampling technique is to use Non-Probability Sampling. This research focuses on marketing issues, especially to determine how much influence product quality and digital marketing have on loyal customers. Based on the results of the study And analysis, we can conclude that Product quality significantly affects customer loyalty to coffee bean products in Point Tuju Kediri, and digital marketing partially has no effect on customer loyalty. Product quality and digital marketing simultaneously significantly affect customer loyalty to coffee bean products in Point Tuju Kediri.

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Published

2023-12-01

How to Cite

Rahmadi, A. N., Sudarmiatin, & Wardana, L. W. (2023). The Influence of Product Quality and Digital Marketing on Customer Loyalty in Coffee Bean Products at Titik Tuju Kediri. RISK : Jurnal Riset Bisnis Dan Ekonomi, 4(2), 133–140. https://doi.org/10.30737/risk.v4i2.5206

Issue

Vol. 4 No. 2 (2023): November 2023

Section

Articles

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Copyright (c) 2023 Afif Nur Rahmadi, Sudarmiatin, Ludi Whisnu Wardana

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