THE EFFECT OF PRICE, DIGITAL MARKETING, AND SERVICE QUALITY ON CONSUMER SATISFACTION AND LOYALTY AT CV. EKA PRIMA PEKANBARU

This study aims to determine and analyze the effect of price, digital marketing and service quality on consumer satisfaction and loyalty at CV. Eka Prima Pekanbaru. The population of this study includes all consumers of CV Eka Prima Pekanbaru. The sample size was calculated using Roscoe Technique whereby 100 respondents were obtained. The data collection method used a questionnaire and hypothesis testing used full model structural equation modeling (SEM) analysis with SmartPLS. The results of this study indicate that price, digital marketing, and service quality have significant effect on consumer satisfaction and loyalty at CV Eka Prima Pekanbaru.