Pengaruh Digital Marketing Terhadap Customer Loyalty dengan Customer Experience dan Digital Promotion Sebagai Variabel Intervening Pada McDonald’s Surabaya

Christopher Michael Halim

Abstract


Perkembangan teknologi memiliki pengaruh terhadap seluruh golongan bisnis yang menggunakan digital marketing seperti yang dilakukan oleh salah satu perusahaan fastfood yang ada di Indonesia yaitu McDonald’s. Mc’Donalds menggunakan Digital Marketing untuk melakukan promosi, meningkatkan penjualan serta mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing terhadap Customer Loyalty dengan Customer Experience dan Digital Promotion sebagai media intervening pada McDonald’s Surabaya. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden yang merupakan konsumen McDonald’s di Surabaya. Hasil penelitian menunjukkan bahwa Digital Marketing memiliki pengaruh yang positif terhadap Customer Experience dan Digital Promotion. Begitu juga dengan Customer Experience dan Digital Promotion yang memiliki pengaruh positif terhadap Customer Loyalty.

Keywords


digital marketing; customer experience; digital promotion; customer loyalty

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