Pengaruh Digital Marketing, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus: Toko Quin Tobaku)
Abstract
Abstract
The development of digitalization has brought significant changes to marketing strategies and interaction patterns between businesses and consumers. In the increasingly competitive baking ingredients industry, customer loyalty is a key factor in maintaining business sustainability. Quin Tobaku, an MSME engaged in the sale of baking ingredients, has faced challenges in the form of a decline in the number of customers over the past five years, necessitating strategic efforts to retain customers. This condition demonstrates the importance of optimizing digital marketing supported by improving product quality and service quality. This study aims to analyze the influence of digital marketing, product quality, and service quality on customer loyalty at Quin Tobaku.This study uses a quantitative method with a data collection method in the form of distributing questionnaires to respondents who have made purchases at the Quin Tobaku Store, using a purposive sampling technique. Data analysis was carried out using descriptive statistics, classical assumption tests, validity and reliability tests, multiple linear regression analysis, and partial and simultaneous hypothesis tests using SPSS statistics version 25. The results of the study show that digital marketing, product quality, and service quality each have a significant effect on the level of customer loyalty, both partially and simultaneously. This finding confirms that these three variables have an important role in increasing customer loyalty, while also contributing practically to the development of MSME marketing strategies, especially in maximizing the role of digital marketing and maintaining consistent product and service quality to create a sustainable shopping experience in the digital era.
Keywords: Digital Marketing, Product Quality, Service Quality, Customer Loyalty, Marketing Strategy.
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