文章基本信息

标题：The Influence of Promotion And Price Policy on Consumer Loyalty Through the Perception Of Trust as a Mediation Variables in Pt. Buena Persada Mining Services
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作者：Rayes Sembiring ; Abdul Rivai ; Suharto 等
期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2020
卷号：2
期号：11
页码：407-412
DOI：10.35629/5252-0211284288
语种：English
出版社：IJAEM JOURNAL
摘要：This study aims to determine the effect of promotion and price policy on consumer loyalty through the perception of trust as a mediating variable. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Buena Persada Mining Services. While the sample used includes 50 company customers who make purchases. The results of promotional research have a significant effect on consumer loyalty. Price has a significant effect on consumer loyalty. Perception of trust has a significant effect on consumer loyalty. The promotion has a significant effect on perceived trust. The effect of promotion and price on consumer loyalty is directly smaller than the effect of promotion and price on consumer loyalty through perceived trust is greater than the direct effect. In this case, it can be said that the perception of trust is an intervening variable.
关键词：promotion;price;consumer confidence perception;consumer loyalty