The Influence Of Promotion, Customer Satisfaction, and Brand Image On Customer Loyalty at PT LALAMOVE

Ildephonsus Adrian Yuliantoro, Nanda Raihan Akmal, Yahya Kuncoro, Sarovah Widiawati

Abstract


The research aims to examine the influence of promotion, customer satisfaction, and brand image on customer loyalty in the context of PT Lalamove, an on-demand delivery service provider in Jakarta, Indonesia. The study employed a quantitative approach with a sample of 160 Lalamove users. The data analysis using Partial Least Squares (PLS) revealed that promotion and customer satisfaction have a significant positive impact on brand image and customer loyalty. Furthermore, brand image was found to mediate the relationship between promotion and customer satisfaction, as well as between customer satisfaction and customer loyalty. The study's findings highlight the importance of effective promotion, high customer satisfaction, and a strong brand image in fostering customer loyalty for PT Lalamove.

Keywords


Promotion, Customer Satisfaction, Brand Image, Customer Loyalty, PT Lalamove

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DOI: https://doi.org/10.25292/atlr.v7i0.662

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