The influence of membership program on customer loyalty mediated by customer satisfaction
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This research aimed to determine the effect of the membership programs on customer loyalty of “Kartu Aku” users at Alfamart Sunan Kalijaga Street, Malang City by involving customer satisfaction as mediating variable. This research employed a quantitative approach with a sample of 161 respondents determined by the Slovin formula. Data collection methods used a questionnaire. Meanwhile, the data analysis technique used SEM (Structural Equation Modeling) PLS, and the mediation test used bootstrapping with help of SmartPLS 3.3.3 software. The result showed that variable membership program had a significant effect on variable customer loyalty with t-statistics value 15,027, variable membership program had a significant effect on variable customer satisfaction with t-statistics value 14,391, variable customer satisfaction had a significant effect on variable customer loyalty with t-statistic value 2,818 and variable customer satisfaction significantly mediated the relationship between variable membership program and variable customer loyalty with t-statistics value 2,772.