PENGARUH PROMOSI DAN KUALITAS LAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN CITRA PERUSAHAAN SEBAGAI VARIABEL MODERASI PADA PT INTI TERANG SUKSES TEBING TINGGI

This research aims to determine the effect of promotion and service quality on consumer loyalty with company image as a moderating variable at PT. Inti Terang Success Tebing Tinggi. The type of research used is quantitative research. The nature of this research is developmental. The selection of consumers as samples (respondents) in this research used the purposive sampling technique. The data analysis used in this research is multiple regression analysis using SPSS software. The analytical method used is a multiple linear regression model to determine the direction of the relationship between the independent and dependent variables. The research results of the first hypothesis are accepted, meaning that the Promotion variable (X1) influences the Consumer Loyalty variable (Y). The second hypothesis is accepted, meaning that the Service Quality variable (X2) influences the Consumer Loyalty variable (Y). Company Image (Z) is not a moderator variable that influences the relationship between Promotion (X1) and Consumer Loyalty (Y). Company Image (Z) is a moderator variable that influences the relationship between Service Quality (X2) and Consumer Loyalty (Y).