Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh distribusi dan promosi terhadap kepuasan pelanggan serta dampaknya pada loyalitas pelanggan pt. nestle indonesia di aceh besar. populasi pada penelitian ini adalah semua pelanggan pt nestle indonesia di kabupaten aceh besar. penentuan jumlah sampel untuk analisis structural equation modeling (sem) menggunakan rumus 10 kali jumlah variabel indikator yang berjumlah 18 indikator yang digunakan yang berjumlah 180 sampel. analisis data dalam penelitian ini menggunakan metode structural equation modelling (sem). hasil penelitian menunjukkan bahwa distribusi dan promosi berpengaruh terhadap kepuasan pelanggan. distribusi, promosi, dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. kepuasan pelanggan memediasi pengaruh distribusi dan promosi terhadap loyalitas pelanggan. kata kunci: distribusi, promosi, kepuasan pelanggan, loyalitas pelanggan

This research aims to examine the influence of Distribution and Promotion on Customer Satisfaction and its impact on PT Customer Loyalty. Nestle Indonesia in Aceh Besar. The population in this study were all customers of PT Nestle Indonesia in Aceh Besar Regency. Determining the number of samples for Structural Equation Modeling (SEM) analysis uses the formula 10 times the number of indicator variables, totaling 18 indicators used totaling 180 samples. Data analysis in this research uses the Structural Equation Modeling (SEM) method. The research results show that Distribution and Promotion influence Customer Satisfaction. Distribution, Promotion and Customer Satisfaction influence Customer Loyalty. Customer Satisfaction mediates the influence of Distribution and Promotion on Customer Loyalty. Keywords: Distribution, Promotion, Customer Satisfaction, Customer Loyalty