| dc.contributor.author | Dimyati, Mohamad | |
| dc.date.accessioned | 2015-11-30T08:46:18Z | |
| dc.date.available | 2015-11-30T08:46:18Z | |
| dc.date.issued | 2015-11-30 | |
| dc.identifier.uri | DOI URL : http://dx.doi.org//handle10.18843/rwjasc/v6i4(1)/09 | |
| dc.identifier.uri | http://repository.unej.ac.id/handle/123456789/65149 | |
| dc.description | DOI : 10.18843/rwjasc/v6i4(1)/09 | en_US |
| dc.description.abstract | This study aims to test the effect of a) marketing communication on customer satisfaction;
b) marketing communication on customer loyalty; c) customer satisfaction on customer
loyalty; and d) to identify the role of customer satisfaction in mediating marketing
communication effect on customer loyalty of the IM3 user community in Jember regency,
East Java province. The study was designed in a form confirmatory research, with the
whole IM3 community members in the regency as the study population. By using random
sampling, 100 respondents were taken as the samples. Structural Equation Modeling
(SEM) was applied as the data analysis model. The result shows that: a) marketing
communication has a significantly positive effect on customer satisfaction; b) marketing
communication has a significantly positive effect on customer loyalty; c) customer
satisfaction has a significantly positive effect on customer loyalty; and d) customer
satisfaction has a very important role in mediating marketing communication effect on
customer loyalty of the IM3 user community in Jember regency | en_US |
| dc.language.iso | en | en_US |
| dc.subject | marketing communication | en_US |
| dc.subject | customer satisfaction | en_US |
| dc.subject | customer loyalty | en_US |
| dc.title | THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING MARKETING COMMUNICATION EFFECT ON CUSTOMER LOYALTY | en_US |
| dc.type | Article | en_US |
