The influence of membership program on customer loyalty mediated by customer satisfaction

Fadhil Muhammad, Fatkhur Rozi and Achmad Sani Supriyanto
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Fadhil Muhammad: Management Departement, Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang
Fatkhur Rozi: Associate Lecturer in Management, Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang,
Achmad Sani Supriyanto: Associate Professor in Management, Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 6, 34-41

Abstract: This research aimed to determine the effect of the membership programs on customer loyalty of Kartu Aku users at Alfamart Sunan Kalijaga Street, Malang City by involving customer satisfaction as mediating variable. This research employed a quantitative approach with a sample of 161 respondents determined by the Slovin formula. Data collection methods used a questionnaire. Meanwhile, the data analysis technique used SEM (Structural Equation Modeling) PLS, and the mediation test used bootstrapping with help of SmartPLS 3.3.3 software. The result showed that variable membership program had a significant effect on variable customer loyalty with t-statistics value 15,027, variable membership program had a significant effect on variable customer satisfaction with tstatistics value 14,391, variable customer satisfaction had a significant effect on variable customer loyalty with tstatistic value 2,818 and variable customer satisfaction significantly mediated the relationship between variable membership program and variable customer loyalty with tstatistics value 2,772. Key Words:Membership Program, Customer Loyalty, Customer Satisfaction

Date: 2021
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