Pengaruh Promosi Terhadap Kepercayaan Pelanggan Dan Loyalitas Donatur Pada Yayasan Pendidikan Mentari Ilmu Karawang
DOI:
https://doi.org/10.55606/optimal.v3i3.1797Keywords:
Promotion, trust, loyaltyAbstract
This study aims to analyze the effect of promotion and service quality on donor trust and loyalty to the Mentari Ilmu Foundation. This study used a quantitative approach with a survey method of 30 people. Measurement of variables using a Likert scale with a weight of 1 to 5. This study found that promotion has a positive and significant effect on loyalty, service quality has a positive and significant effect on loyalty, trust has a positive and significant effect on loyalty, promotion has an effect on loyalty through trust.
References
Asnawi, N., & Fanani, M. A. (2017). Pemasaran Syariah: Teori, Filosofi & Isu-isu Kontemporer. Depok: Raja Grafindo Persada
Effendy, F. H. (2017). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Konsumen (Studi Pada Dealer Motor Honda di Surabaya). Jurnal Ilmu dan Riset Manajemen (JIRM), 6(2)
Hurriyati, R. (2010). Bauran pemasaran & loyalitas konsumen. Bandung: Alfabeta.
Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
Lupiyoadi, H., & Hamdani, A. (2009). Manajemen Pemasaran Jasa, Edisi Kedua. Jakarta: Penerbit Salemba Empat, 525. Musqari, N., & Huda, N. (2018).
Pengaruh Kualitas Layanan terhadap Loyalitas Melalui Variabel Kepuasan pada Lembaga Amil Zakat (Studi pada Baituzzakah Pertamina Kantor Pusat). Perisai: Islamic Banking and Finance Journal, 2(1), 34-53.
Setyaningsih, E. D., & Mufida, E. (2013). Pengaruh Promosi dan Kualitas Layanan Melalui Kepercayaan Terhadap Loyalitas Pengguna Internet Banking Pada Bank Cimb Niaga. SNIT 2013, 1(1), 30-36
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Ekonomi dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
