Title:
THE EFFECT OF PRODUCT QUALITY AND PERCEIVED DIGITAL PROMOTION ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION OF GATSBY PRODUCTS ON E-COMMERCE SHOPEE

Authors:
Muliadi Azis*. Hafasnuddin and Sorayanti Utami

Abstract:
This study examines digital consumer behavior toward traditional grooming product brands, a topic often neglected compared to digital-native brands. It integrates consumer behavior and digital marketing perspectives within the e-commerce context of Shopee, focusing on the established brand, Gatsby, during its digital transformation. The proposed structural model includes two independent variables (product quality and digital promotion), one mediating variable (customer satisfaction), and one dependent variable (customer loyalty). The research surveyed 200 Gatsby customers who purchased through Shopee in Banda Aceh, Indonesia. The findings indicate that customer satisfaction is vital for cultivating customer loyalty. Furthermore, both product quality and perceived digital promotions significantly influence customer satisfaction. This underscores that an effective strategy for enhancing customer loyalty hinges on delivering high-quality products and providing informative, trustworthy digital promotions, both of which are shown to enhance customer satisfaction. Additionally, product quality and perceived digital promotions have a significant effect on customer loyalty, indicating that customer satisfaction plays a partial mediating role within the framework of this study.