Increasing customers loyalty MSME of focused e-marketing and quality of service

Abstract

This study aims to examine and analyze the direct effect of E-marketing and service quality on customer loyalty. This research was conducted at the Convection MSME "Arya Project" Babat. The population in this study were all customers recorded for the period September 2019 - January 2020, totaling 100 customers. The number of research samples is 100 customers who are also members of the population. Data analysis used the SPSS for windows application version 24.0. The results showed that the e-marketing variable had a positive and significant effect on customer loyalty with the e-marketing regression coefficient of 0.555 with a significance value of 0.000> 0.05. Service quality variables have a positive and significant effect on customer loyalty with a regression coefficient of 0.240 with a significance value of 0.002> 0.05. Overall the results of the research have the implication that e-marketing can help customers interact directly and can expand marketing reach and with good quality customers will always use the product and will not switch to other products.