PENGARUH OMNI-CHANNEL MARKETING DAN INOVASI PRODUK TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Nasabah Tabungan Emas PT. Pegadaian Cabang Kota Tebing Tinggi)

This study aims to determine the effect of Omni-Channel Marketing and Product Innovation on Customer Loyalty with Customer Satisfaction as an Intervening Variable (Case Study on Customers of Tabungan Emas Pt. Pawnshop, Tebing Tinggi City Branch). The research method used is a quantitative method using SPSS version 25.00. .which was collected from the results of distributing questionnaires as many as 84 respondents. The analytical method used in this study is using instrument tests, namely validity and reliability tests. The classic assumption test is the normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis testing, namely the T test and path analysis. The results of the SPSS in this study are that Omni-channel marketing has no effect on customer satisfaction, product innovation variable has an effect on customer satisfaction, Omni-channel marketing has no effect on customer loyalty, Product Innovation Variable has no effect on customer loyalty, satisfaction variable has an effect on customer loyalty And path analysis shows that consumer satisfaction can mediate the relationship between Omni-Channel Marketing and Customer Loyalty and customer satisfaction can mediate the relationship between Product Innovation and Customer Loyalty.