Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)

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

Authors
Nasib Karo Karo1, *
1HasanuddiniUniversity Makassar, Makassar, Indonesia
*Corresponding author. Email: nasibtakaro@gmail.com
Corresponding Author
Nasib Karo Karo
Available Online 22 May 2024.
DOI
10.2991/978-94-6463-400-6_37How to use a DOI?
Keywords
marketing communication strategy; price; customer satisfaction and customer loyalty
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2024
ISBN
10.2991/978-94-6463-400-6_37
ISSN
2352-5428
DOI
10.2991/978-94-6463-400-6_37How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nasib Karo Karo
PY  - 2024
DA  - 2024/05/22
TI  - Analysis of Marketing Communication Strategy and Prices on Loyalty through Customer Satisfaction (Empirical Study at PT. Charoen Pokphand Indonesia in Makassar)
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 490
EP  - 507
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_37
DO  - 10.2991/978-94-6463-400-6_37
ID  - KaroKaro2024
ER  -