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The Effect Of Digital Marketing And Product Quality On Loyalty Through Customer Satisfaction In Chicken Noodle Business

Puput Nur Hidayah, Ismail Razak, Partogi S Samosir

View Author Affiliations
  • Puput Nur Hidayah: Universitas Krisnadwipayana, Indonesia
  • Ismail Razak: Universitas Krisnadwipayana, Indonesia
  • Partogi S Samosir: Universitas Krisnadwipayana, Indonesia
DOI:
https://doi.org/10.59431/ijer.v6i1.730
Published:
March 28, 2026
Pages:
53-65

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Abstract

To determine the effect of digital marketing and product quality on loyalty through customer satisfaction of chicken noodle business. Based on the research objectives, this research is explanatory through hypothesis testing to examine the causal relationship between digital marketing variables, product quality, with customer satisfaction and loyalty. The data used in this study are primary data by conducting a survey by distributing questionnaires to mie ayam kota customers. The data analysis method used is descriptive analysis and path analysis. The results are in the form of the effect of digital marketing and product quality on loyalty through customer satisfaction of chicken noodle business.

Keywords

Digital Marketing; Product Quality; and Satisfaction
Author Biographies
Puput Nur Hidayah

Universitas Krisnadwipayana

Google Scholar ResearchGate ORCID

Master of Management Study Program, Faculty of Economics, Universitas Krisnadwipayana. Bekasi City, West Java Province, Indonesia.

Ismail Razak

Universitas Krisnadwipayana

Google Scholar ResearchGate ORCID

Master of Management Study Program, Faculty of Economics, Universitas Krisnadwipayana. Bekasi City, West Java Province, Indonesia.

Partogi S Samosir

Universitas Krisnadwipayana

Google Scholar ResearchGate ORCID

Master of Management Study Program, Faculty of Economics, Universitas Krisnadwipayana. Bekasi City, West Java Province, Indonesia.

Article Identifiers
  • Article Title: The Effect Of Digital Marketing And Product Quality On Loyalty Through Customer Satisfaction In Chicken Noodle Business
  • DOI: 10.59431/ijer.v6i1.730
  • Publication Date: 2026-03-28
  • Journal: Indonesian Journal Economic Review (IJER)
  • Volume: 6
  • Issue: 1
  • Pages: 53-65
References
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Volume: 6
Issue: 1
Year: 2026
Published: 2026-03-28
Pages: 53-65
Section: Articles
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Hidayah, P. N., Razak, I., & Samosir, P. S. (2026). The Effect Of Digital Marketing And Product Quality On Loyalty Through Customer Satisfaction In Chicken Noodle Business. Indonesian Journal Economic Review (IJER), 6(1), 53-65. https://doi.org/10.59431/ijer.v6i1.730
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