Dampak Promosi Dan Harga Pada Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Exo Dimsum Bangkalan
Abstract
This study aims to determine the effect of promotion and price on customer loyalty with customer satisfaction as a mediating variable. The methodology used is quantitative with empirical methods and statements. Data in this study were collected from November to December through questionnaires filled out by Exo Dimsum Bangkalan customers, with a population of unknown size. This study uses a non-probability sampling approach with a Purposive Sampling approach determined by the Lemeshow formula, so that the minimum requirement of 96 respondents is obtained. To increase accuracy and anticipate invalid data, the number of samples used is 100 respondents. Data analysis used Partial Least Squares (PLS) processed with SmartPLS 4.1. The results of the study indicate that promotion has a significant effect on customer loyalty and satisfaction, while price is proven to have no direct effect on loyalty, but has a significant effect on customer satisfaction. Furthermore, customer satisfaction has a strong influence on loyalty. The results of the mediation analysis indicate that customer satisfaction does not mediate the relationship between promotion and loyalty, but mediates the relationship between price and customer loyalty. Exo Dimsum is advised to increase promotional effectiveness, optimize competitive pricing strategies, and strengthen service quality to enhance customer satisfaction and loyalty. Continuous efforts to improve the overall customer experience are also necessary to maintain long-term loyalty.
Full Text:
PDFReferences
Amanda, M. T., Prabowo, H., & Meiriyanti, R. (2024). Pengaruh Promosi, Service Quality, Web Quality, Terhadap Loyalitas Pelanggan Pada Shopee Food Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Ekobis: Jurnal Ilmu Manajemen Dan Akuntansi, 12(02), 285–295.
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Aprileny, I., Imalia, I., & Emarawati, J. A. (2021). Pengaruh Harga, Fasilitas dan Lokasi terhadap Keputusan Pembelian (Studi kasus pembelian rumah di Grand Nusa Indah blok j, cileungsi pada PT. Kentanix Supra Internasional). Ikraith Ekonomika, 4(3), 243–252. http://repository.stei.ac.id/id/eprint/2409
Artık, E., & Duygun, A. (2022). The Effect of Price Perception on Customer Loyalty in Airline Cargo Transportation. Journal of Aviation, 6(2), 126–134.
Bali, A. Y. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening. JAMANE: Jurnal Akuntansi, Manajemen Dan Ekonomi, 1(1), 1–14.
Danarkusuma, A. A., Harianto, E., Nursaid, & Sutanto, J. E. (2024). The Impact Of Price, Service Quality And Trust On Customer Loyalty Through Customer Satisfaction In Automotive Industry. International Journal of Economics, Bussiness and Accounting Research (IJEBAR), 8(2), 290–306. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Dewia, Hajadia, F., Handranataa, Y. W., & Herlina, M. G. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service industry. Uncertain Supply Chain Management, 9, 631–636. https://doi.org/10.5267/j.uscm.2021.5.007
Hafidz, G. P., & Huriyahnuryi, K. (2023). The Effect of Perceived Value on Customer Satisfaction and Customer Loyalty in the Fast-Food Industry in Indonesia. International Journal of Social Science, Education, Communication and Economics, 2(1), 41–62. https://sinomicsjournal.com/index.php/sj/article/view/113/103
Hamida, L., Wahyuni, I., & Praja, Y. (2024). Pengaruh Citra Merek, Lokasi, Dan Promosi Terhadap Loyalitas Konsumen Melalui Minat Beli Ulang Pada Salon Beautybarku Di Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 3(1), 132. https://doi.org/10.36841/jme.v3i1.4699
Haryadi, I., & Syahruddin. (2023). The Impact of Brand Image and Promotion on Customer Loyalty. Jurnal Ilmu Ekonomi Dan Bisnis Islam, 5(1).
Hidayah, S. N., & Nugroho, R. H. (2023). Pengaruh Citra Merek, Harga, Kualitas Produk Terhadap Loyalitas Pelanggan Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Ilmiah Administrasi Bisnis Dan Inovasi, 7(1), 79–98. https://doi.org/10.25139/jiabi.v7i1.5811
Ibrahim, S. N., & Arsyad, A. W. (2025). Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Intervening. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 6(3), 347–355. https://doi.org/10.47065/ekuitas.v6i3.6978
Indrawati, & Rizqullah, M. R. (2022). The Influence Of Viral Marketing Through Tiktok On. Journal of Global Business, 4(1), 67–80.
Ing, I., & Dahlan, K. S. S. (2023). The Influence Of Price, Location And Promotion On Customer Loyalty Mediated By Customer Satisfaction. International Journal of Social Service and Research, 3(10), 2681–2691. https://doi.org/10.46799/ijssr.v3i10.568
Kharisma, D., Simatupang, S., & Hutagalung, H. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada UD. Restu Mulia Pandan. JUMANSI:JurnalIlmiahManajemendanAkuntansi Medan, 5(1), 32–42.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Keller, K. L. (2015). Manajemen Pemasaran, Jilid 2, Edisi 13. Erlangga.
Kurniawan, A., Marlinah, L., & Noverha, Y. (2024). The Role of Satisfaction Customers as Mediator of the Influence of E-Service Quality and Perceived Price on Customer Loyalty in Gojek Online Transportation Services. International Journal of Health, Economics, and Social Sciences (IJHESS), 6(2), 414–425. https://doi.org/10.56338/ijhess.v6i2.5103
Lusiah, Noviantoro, D., & Akbar, A. (2019). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Jasa Transportasi Online. Jurnal Ekonomi, XXIV(02), 213–226.
Manihuruk, B. K. (2023). Analisis Kualitas Produk Dan Promosi Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Intervening Pada Pt Shopee Indonesia. Jurnal Bisnis Dan Manajemen, 1(1), 11–23. https://doi.org/10.51622/jbm.v1i1.614
Masili, V., Lumanauw, B., & Tielung, M. V. J. (2022). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Usaha Toko Bahan Bangunan Mentari di Desa Sea Kecamatan Pineleng Kabupaten Minahasa. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4), 44–51.
Mirandasari, N. M., & Firmansyah, F. (2024). The Effect of Service Quality, Price, and Word of Mouth on Customer Loyalty Mediated by Customer Satisfaction. Management Studies and Entrepreneurship Journal, 5(2), 7469–7483. http://journal.yrpipku.com/index.php/msej
Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U., & Nurfadillah. (2022). The Effect of Product Quality , Service Quality , Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50.
Najah, S., Rosyad, S., & Maulida, I. S. (2024). Influence of Price , Location and Quality of Service towards Customer Loyalty mediated by Satisfaction ( Study on Consumers of Lamongan Boran Rice ). Jurnal Multidisiplin Sahombu, 4(01), 163–174. https://ejournal.seaninstitute.or.id/index.php/JMS/index
Nugroho, A. S., & Yulianto, A. E. (2024). Pengaruh Harga,Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan di Rumah Makan Teras Melody. Jurnal Ilmu Dan Riset Manajemen, 13(1), 1–20. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/download/5740/5783/
Nuranti, B. R., Rahayu, S., Ansori, A. D., Shofro, P. A., Tibaroiya, M. A., & Nugroho, A. A. (2024). Service Quality , Price , and Customer Loyalty : Moderating Role of Customer Satisfaction. Journal of Research in Social Science And Humanities, 4(2).
Nurhalizah, S., Kholijah, G., & Z, G. (2023). Analisis Structural Equation Modeling Partial Least Square pada Kinerja Pegawai PT. Bank Pembangunan Daerah Jambi. Indonesian Journal of Applied Statistics, 6(2), 125–135.
Nuzulah, F., & Hariasih, M. (2024). Product Diversity , Price Perception , and Sales Promotion Impact on Customer Loyalty ( Keragaman Produk , Persepsi Harga , dan Promosi Penjualan Berdampak pada Loyalitas Pelanggan ). Journal of Advances in Accounting, Economics, and Management, 1(4), 1–16.
Pinaraswati, S. O., Farida, I., Susilowati, S., & Suprihati. (2024). The Influence of Service Convenience and Price Fairness on Customer Loyalty: Mediating Effect of Customer Satisfaction. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(2), 537–550.
Pramesti, M. A., & Chasanah, U. (2021). Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Bina Bangsa Ekonomika, 14(02), 281–287.
Pramistiningrum, S., Juliana, N. K. N., & Hasbi, H. (2025). Pengaruh Kualitas Pelayanan , Produk dan Harga Terhadap Kepuasan Pelanggan Kopi Tahura. JMPIS: Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 6(3), 2458–2473.
Pratama, Y., Fachrurazi, Sani, I., Abdullah, M. A. F., Novianty, H., Narulita, S., Hapsara, O., Zulkarnain, I., Fermayani, R., Sembiring, R. S. R., Abdurrohim, & Islam, D. (2023). Prinsip Dasar Manajemen Pemasaran (Analisis Dan Strategi Di Era Digital). In M. Silalahi (Ed.), Paper Knowledge . Toward a Media History of Documents (Vol. 135, Issue 4). CV. Eureka Media Aksara. https://digilib.iainptk.ac.id/xmlui/bitstream/handle/123456789/2748/23-01-124-EBOOK-Prinsip Dasar Manajemen Pemasaran %28Analisis dan Strategi di Era Digital%29.pdf?sequence=1&isAllowed=y
Safitri, D., & Hayati, A. F. (2022). Pengaruh Harga Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim. Jurnal Ecogen, 5(1), 25–36.
Samlan, Hakim, L., & Tibrani. (2025). Pengaruh Kualitas Produk , Harga , Promosi , Pelayanan , dan Brand Image terhadap Loyalitas Pelanggan di PT . Batam Twin Interior Design. JMPIS: Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 6(2), 1267–1279.
Siregar, S. (2021). Pengaruh Promosi dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi pada Unit Mikro Bank Syariah Mandiri Medan Pulo Brayan). Jurnal Humaniora, 5(1), 54–63.
Suhardi, Y., Pranogyo, A. B., & Afif, A. (2022). Exploring The Dynamics of Customer Loyalty : a Case Study on The Green Rapid Test Brand Investigating The Roles of Service Quality , Product Quality , and Promotion With Customer Satisfaction as an Intervening Variable. Return : Study of Management, Economic and Bussines, 3(2).
Surahman, S., Indriyatni, L., & Wahyuningsih, S. (2022). Pengaruh Promosi dan Harga terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening (Studi Pada Konsumen Sepeda Motor Honda di Temanggung). Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA), 1(2), 183–189. https://doi.org/10.34152/emba.v1i2.508
Suyanto, & Kurniawan, D. (2025). Pengaruh Kualitas Produk , Harga dan Promosi terhadap Kepuasan Pelanggan dan Niat Membeli Kembali pada Produk Busana Muslimah di Riani Boutique. JMPIS: Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 6(6), 5222–5242.
Tujiono, & Karneli, O. (2017). Pengaruh Sales Promotion dan Service Quality Terhadap Minat Beli Konsumen Fast Food (Kasus Penjualan Produk KFCPada KFC Metropolitan City Pekanbaru). Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 4(2), 1–5.
Wantara, P., & Irawati, S. A. (2021). Relationship and Impact of Service Quality , Destination Image , on Customer Satisfaction and Revisit Intention to Syariah Destination in Madura , Indonesia. European Journal of Business and Management Research, 6(6), 209–215.
Yalçınkaya, M., & Çataldaş, İ. (2025). Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector. Frontiers in Communication, 7, 1–13. https://doi.org/10.3389/fcomm.2025.1603554
Yani, M. I., & Sugiyanto, S. (2022). Pengaruh Kualitas Layanan, Kepercayaan, Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Edwin Jeans Indonesia Pada E-Commerce Shopee. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 443–472. https://doi.org/10.54443/sinomika.v1i3.285
DOI: https://doi.org/10.21107/jkim.v6i2.35433
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Dwi Ambarwati, Suyono Suyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
