PENGARUH PRODUCT QUALITY, PRODUCT DIVERSIFICATION, E-WORD OF MOUTH DAN EVENT MARKETING TERHADAP CUSTOMER LOYALTY MELALUI PURCHASE DECISION SEBAGAI VARIABLE INTERVENING PADA UD. CAROLINA IBU BAGAS DI DESA GELUNG KABUPATEN SITUBONDO

Abstract

This study aims to empirically determine and analyze the effect of Product Quality, Product Diversification, E-WOM (Electronic Word of Mouth), and Event Marketing on Customer Loyalty through Purchase Decision as an intervening variable at UD. Carolina Ibu Bagas, located in Gelung Village, Situbondo Regency. This study used a quantitative approach with a non-probability sampling technique through a purposive sampling method, involving 120 respondents as the research sample. Data processing and analysis in this study were performed using the statistical tool SmartPLS version 3.0. The data analysis methods used included convergent validity, reliability, classical assumption testing, goodness of fit (GOF) testing, coefficient of determination testing, structural equation analysis (inner model), and research hypothesis testing. The results of the direct effect hypothesis test indicate that Product Quality and Event Marketing variables have a significant influence on Purchase Decision, while Product Diversification and E-WOM do not. Furthermore, Product Quality and Event Marketing also have a significant influence on Customer Loyalty, while Product Diversification, E-WOM, and Purchase Decision do not significantly influence Customer Loyalty. The results of the indirect effect hypothesis test indicate that Product Quality, Product Diversification, E-WOM, and Event Marketing do not significantly influence Customer Loyalty through Purchase Decision as an intervening variable in this study.