PENGARUH PEMASARAN DIGITAL TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN (Survei Pada Pelanggan Online Shop Arrion Autocare Madiun)

Digital marketing currently plays an important role in introducing a product and reaching customers directly digital marketing techniques have great potential in increasing customer preferences in purchasing a product. The aim of this research is to describe consumer responses about digital marketing, consumer satisfaction and customer loyalty, determine the influence of digital marketing on consumer satisfaction, the influence of customer satisfaction on customer loyalty and the influence of digital marketing on customer loyalty with consumer satisfaction as a mediating variable. The type of research used is using a quantitative approach with the population, namely Arrion Autocare Madiun consumers using a purposive sampling technique, so the sample size was set at 110 customers. The results of research using mediation regression analysis show that digital marketing has a direct positive and significant effect on customer loyalty. Indirectly, digital marketing and product quality have a significant effect on loyalty through customer satisfaction.