PENGARUH DIGITAL MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS MEREK SEPEDA COMMUTER BIKE DI SOLORAYA DENGAN KEPUASAN MEREK SEBAGAI VARIABEL MEDIASI

The purpose of this study is to analyze the influence of digital marketing and service quality on brand loyalty of commuter bikes in Solo Raya with brand satisfaction as a mediating variable. This type of research used in this study is explanatory research using quantitative methods. The population in this study were commuter bike users in Solo Raya. The sampling technique in this study was nonprobability sampling with a purposive sampling approach. This study used primary data in its preparation. The data collection method used in this study was by distributing questionnaires. The data analysis technique in this study used Partial Least Square (PLS) with the help of SMARTPLS Software. PLS-SEM analysis consists of two, namely the Outer model and the Inner model. Outer Model Analysis (Measurement Model Evaluation) with validity tests, reliability tests, multicollinearity tests. While Inner Model Analysis (Structural Model Evaluation) with goodness of fit tests, Q-Square values, and hypothesis tests. Based on the results of the study, it was obtained that digital marketing had a positive and significant effect on brand satisfaction. Service quality had a positive and significant effect on brand satisfaction. Digital marketing had a positive and significant effect on brand loyalty. Service quality has a positive and significant effect on brand loyalty. Brand satisfaction has a positive and significant effect on brand loyalty. Brand satisfaction partially mediates the influence of digital marketing and service quality on brand loyalty.