The Effect of Distribution and Promotion on Customer Satisfaction and the Impact on Customer Loyalty in the ProductNestle Indonesia in Aceh Besar

Khairul Rizki; Muhammad Adam; Mukhlis

doi:10.18535/ijsrm/v12i03.em05

Abstract

This research aims to see the Distribution and Promotion effect on Customer Satisfaction and its impact on Customer Loyalty of Nestle Indonesia company in Aceh Besar. The population was all customers of Nestle Indonesia in Aceh Besar Regency. Samples were determined based on Structural Equation Modeling (SEM) analysis using the formula 10 times the number of indicator variables, totaling 18 indicators used, totaling 180 samples. Data were processed using SEM. The results show that Distribution influences Customer Satisfaction, Promotion influences Customer Satisfaction, Distribution influences customer loyalty, Promotion influences Customer Loyalty, Customer Satisfaction influences Customer Loyalty, Customer Satisfaction mediates the Distribution effect on Customer Loyalty, and Customer Satisfaction mediates the Promotion effect on Customer Loyalty. These findings explain the presence of Distribution and Promotion variables which can have an impact on customer loyalty through customer satisfaction. Interestingly, partial mediation plays a role in customer satisfaction, so distribution and promotion can influence customer loyalty both directly and indirectly. This premise can be developed by adding new variables in further research.

Keywords

DistributionPromotionCustomer SatisfactionCustomer Loyalty

References

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[refR-3] Dipayanti, K., & Hernayadi, H. (2022). Pengaruh Promosi dan Saluran Distribusi terhadap Loyalitas Pelanggan Produk Nellco Special OBH di PT. Lenko Surya Perkasa Cabang Ciracas. Jurnal Pemasaran Kompetitif, 5(2), 180–193. https://doi.org/http://dx.doi.org/10.32493/jpkpk.v5i2.15614DOI ↗Google Scholar ↗

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[refR-5] Gitosudarmo, I. (2014). Prinsip dasar manajemen. Yogyakarta: BPFE.Google Scholar ↗

[refR-6] Hidayat, R. (2009). Pengaruh Kualitas Layanan, Kualitas Produk dan Nilai Nasabah Terhadap Kepuasan dan Loyalitas Nasabah Bank Mandiri. Journal of Management and Entrepreneurship, 11(1), 59–72. https://doi.org/https://doi.org/10.9744/jmk.11.1.pp.%2059-72DOI ↗Google Scholar ↗

[refR-7] Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.Google Scholar ↗

[refR-8] Kotler, P., & Keller, K. L. (2018). Marketing Management, Global Edition (15th editi). Harlow, United Kingdom: Pearson.Google Scholar ↗

[refR-9] Oentoro, D. (2012). Manajemen Pemasaran Modern. Yogyakarta: LaksBang PRESSindo.Google Scholar ↗

[refR-10] Sangadji, E. M., & Sopiah. (2014). Prilaku Konsumen: Pendekatan Praktis. Jakarta: Andi Offset.Google Scholar ↗

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[refR-12] Tjiptono, F. (2017). Strategi pemasaran (4th ed.). Jakarta: Andi.Google Scholar ↗

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