PENGARUH IN-STORE LOGISTIC, STORE COMMUNICATION, DAN INSTAGRAM PROMOTION TERHADAP LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI PADA TOKO AGUS NANGA PINOH

Abstract

This study aims to test and analyze the effect of in-store logistics, store communication, and Instagram promotion on loyalty with customer satisfaction as a mediating variable at Agus Nanga Pinoh Store. The sample in this study was determined using the Slovin formula consisting of 100 consumers who had shopped at Toko Agus Nanga Pinoh in the last 30 days and followed and actively visited Toko Agus's Instagram account for the last 30 days. The analysis method used is path analysis with research results showing that in-store logistics, store communication, and Instagram promotion have a positive and significant influence on loyalty through customer satisfaction as a mediation variable.

Keywords: In-store Logistic, Store Communication, Instagram Promotion, Customer Satisfaction, Loyalty