Analysis of Marketing Communication Strategy and Prices on Loyalty through Customer Satisfaction (Empirical Study at PT. Charoen Pokphand Indonesia in Makassar)

Nasib Karo Karo ()
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Nasib Karo Karo: HasanuddiniUniversity Makassar

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 490-507 from Springer

Abstract: Abstract The purpose of this research is to determine and analyze the influence of marketing communication strategies on customer satisfaction, the influence of price on customer satisfaction, the influence of marketing communication strategies on customer loyalty, the influence of prices on customer loyalty, the influence of customer satisfaction on customer loyalty, and to determine and analyze the influence of strategy marketing communications and prices on loyalty through customer satisfaction at PT. Charoen Pokphand Indonesia in Makassar. To apply this objective, observations and questionnaires were carried out, taking a sample of 150 customers, with data analysis techniques using the SEM-PLS 3.2.9 method. The research results show that marketing communication strategy has a positive and significant effect on customer satisfaction, price has a negative and significant effect on customer satisfaction, marketing communication strategy has a positive and significant effect on customer loyalty, price has a negative and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. From the results of the mediation test, customer satisfaction can mediate the influence of marketing communication strategies on customer loyalty, then customer satisfaction can mediate the influence of price on customer loyalty at PT. Charoen Pokphand Indonesia in Makassar.

Keywords: marketing communication strategy; price; customer satisfaction and customer loyalty (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-400-6_37

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