The Influence of Price and Digital Promotion on Customer Loyalty at Regional Packaging Center

Hafifa Oriza Akhmad; Inka Nusamuda Pratama; Sulhan Hadi

doi:10.37680/ijief.v6i2.10373

Authors

Hafifa Oriza Akhmad Universitas Muhammadiyah Mataram
Inka Nusamuda Pratama Universitas Muhammadiyah Mataram
Sulhan Hadi Universitas Muhammadiyah Mataram

DOI:

https://doi.org/10.37680/ijief.v6i2.10373

Keywords:

Price, Digital Promotion, Customer Loyalty, Small and Medium Industries

Abstract

Customer loyalty is essential for maintaining the sustainability and competitiveness of Small and Medium Industries (SMIs). Price and digital promotion are considered important marketing factors that may influence customer loyalty. This study aimed to examine the influence of price and digital promotion on customer loyalty among SMI customers using sticker printing and screen-printing services at the Regional Packaging Center of West Nusa Tenggara Province, a government institution supporting local SMI activities. A quantitative approach with an associative research design was employed. Data were collected from 100 respondents selected through purposive sampling using a structured questionnaire and analyzed using multiple linear regression with Jamovi version 2.7.3. The findings indicate that price has a positive and significant effect on customer loyalty, whereas digital promotion does not have a significant partial effect. However, price and digital promotion simultaneously have a significant influence on customer loyalty, with the regression model explaining 68.5% of the variance in customer loyalty (R² = 0.685). These findings indicate that, in this public service context, customer loyalty is more closely associated with price than with digital promotional activities when considered individually. Therefore, the Regional Packaging Center should maintain appropriate pricing while improving the relevance and consistency of its digital promotional strategies for SMI customers.

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