The Effect of E-Service Quality, Price Perception, and Sales Promotion on Customer Loyalty through Customer Satisfaction in the Coffee Shop Buy Coffee in Taman District, Sidoarjo

Ernaldo, Olsen (2022) The Effect of E-Service Quality, Price Perception, and Sales Promotion on Customer Loyalty through Customer Satisfaction in the Coffee Shop Buy Coffee in Taman District, Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine whether: 1) e-service quality has an effect on customer loyalty. 2) price perception affects customer loyalty, 3) sales promotion affects customer loyalty, 4) customer satisfaction moderates the effect of e-service quality on customer loyalty, 5) customer satisfaction moderates the effect of price perception on customer loyalty, 6) customer satisfaction moderates the effect sales promotion on customer loyalty at the Coffee Shop in Sidoarjo. The population in this study were all consumers or customers of the Coffee Shop. The sampling technique used was purposive sampling, data was obtained by distributing questionnaires to 100 respondents. Data analysis technique in this research is partial least square using Warps PLS 7.0 application. The results of this study indicate that: 1) e-service quality has an effect on customer loyalty. 2) price perception has no effect on customer loyalty, 3) sales promotion has no effect on customer loyalty, 4) customer satisfaction moderates (weakens) the effect of e-service quality on customer loyalty, 5) customer satisfaction does not moderate the effect of price perception on customer loyalty, 6 ) customer satisfaction does not moderate the effect of sales promotion on customer loyalty at the Coffee Shop Buy Coffee in Taman District, Sidoarjo.

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