The Influence of Digital Marketing and Customer Perceived Value through Customer Satisfaction on Customer Loyalty

Abstract

The regression coefficient value β1 = 0.137 with a significance level of 0.00 which means significant (Sig <0.05). 2) The effect of the custom variable perceived value on customer satisfaction is positive and significant. The regression coefficient value β2 = 0, 293 with a significance level of 0.03 which means significant (Sig <0.05). 3) The influence of digital marketing variables on customer loyalty is positive and significant. It was found that the regression coefficient value β3 = 0.248 with a significance level of 0.00 which means significant (Sig <0.05). 4) The effect of the variable customer perceived value on loyalty is positive and significant. The regression coefficient value β4 = 0.431 with a significance level of 0.00 which means significant (Sig <0.05). 5) The influence of the customer satisfaction variable on customer loyalty is positive and significant. The regression coefficient value β5 = 0.394 with a significance level of 0.03 which means significant (Sig <0.05). 6) The influence of digital marketing variables through customer satisfaction on customer loyalty is positive and significant.

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