The Influence of Digital Marketing, Product Quality and Service Quality on Customer Loyalty at the Contemporary Drink Shop Hayoo Indonesia

Abstract

The aim of this research is to find out whether digital marketing variables, product quality and service quality influence customer loyalty at the contemporary Hayoo Indonesia drink shop. The type of research carried out is quantitative research. The population in this study were customers of the modern Hayoo Indonesia drink shop. The sampling technique used by the author is the Hair formula used to determine the number of samples and the accidental sampling technique used to determine the sample criteria. Based on this, the sample in this research was 80 customers. The type of data used in this research is quantitative data obtained from distributed questionnaires and is related to the problem being studied. Data collection was carried out by distributing questionnaires and documentation. In this research, the data sources used in data collection include primary data. Based on the results of research using statistical calculations through the Statistical Package for the Social Science version 26 (SPSS26) application, the results are that digital marketing variables, product quality and service quality partially and simultaneously influence customer loyalty at the modern Hayoo Indonesia drink shop.