The Influence of Promotion Strategy, Service Quality and Brand Image on Client Loyalty at PT Semangart Giri Putra
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Abstract
This study aims to analyze the effect of Promotion Strategy, Service Quality, and Brand Image on Client Loyalty at PT Semangart Giri Putra, a company engaged in construction services and project procurement. This research is motivated by the company’s need to maintain long-term client relationships amid increasing competition in the construction industry. The variables examined in this study consist of Promotion Strategy (X1), Service Quality (X2), and Brand Image (X3) as independent variables, and Client Loyalty (Y) as the dependent variable. The research employs a quantitative approach using a survey method. The sampling technique used was purposive sampling, with respondents consisting of clients who had previously collaborated with PT Semangart Giri Putra. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that Promotion Strategy, Service Quality, and Brand Image have a positive and significant effect on Client Loyalty. In addition, Brand Image plays an important role in strengthening the relationship between service performance and client loyalty.
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How to Cite
Bangu Nggona, J., Widodo, Z. D., & Wijiastuti, S. (2026). The Influence of Promotion Strategy, Service Quality and Brand Image on Client Loyalty at PT Semangart Giri Putra . ProBisnis : Jurnal Manajemen, 17(1), 729–739. Retrieved from https://www.ejournal.joninstitute.org/index.php/ProBisnis/article/view/1441
References
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Yani, M. I., & Sugiyanto, S. (2022). The influence of service quality, trust, brand image, and customer satisfaction on customer loyalty. SINOMIKA Journal, 1(3), 285.
Yunita, F., & Mahadewi, P. E. (2025). The influence of promotion, service quality, and brand image on customer loyalty. International Journal of Science, Technology & Management, 6(3), 491–496.
Apriliani, D., Shalihah, N. B., Febila, R., & Sanjaya, V. F. (2023). The effect of promotion, brand image, and customer satisfaction on customer loyalty. Entrepreneurship Bisnis Manajemen Akuntansi, 1(1).
Astianita, A., & Lusia, L. (2022). The influence of service quality, brand image, word of mouth, and promotion on customer loyalty. Jurnal Ilmu Sosial dan Teknologi, 3(3), 423–432.
Casteel, A., & Bridier, N. L. (2021). Describing populations and samples in doctoral student research. International Journal of Doctoral Studies, 16, 339–362.
Hidayatullah, H., Suharto, & Saoloan Samosir, P. (2023). The effect of brand image and service quality on customer satisfaction and loyalty. International Journal of Educational Foundations and Management, 11.
Ismail, H. (2023). Digital marketing strategy and its influence on business growth in the digital era. Jurnal Ekonomi, Manajemen, dan Bisnis, 1(1), 1–6.
Kesuma, T. M., Yunus, M., Siregar, R., & Muzammil, A. (2021). Quality and image: The role of satisfaction and trust as intervening variables on customer loyalty. Jurnal Manajemen dan Pemasaran Jasa, 14(2), 282–299.
Larasati, R., Supinardi, & Fadhilah, M. (2023). Service quality analysis and its effect on customer loyalty. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 585–594.
Mahatama, A. A. B. P., & Wardana, M. (2021). The role of brand image and customer commitment in mediating service quality toward customer loyalty. International Research Journal of Management, IT and Social Sciences, 9(1), 79–89.
Mahsyar, J. H. (2023). The effect of brand image and service quality on customer loyalty through customer satisfaction. Indonesian Journal of Strategic Management, 3(2), 50–60.
Millenia, C., & Pantro Sukma, R. (2022). The influence of brand image on customer loyalty through customer satisfaction. Journal of Management and Leadership, 5(2).
Mustika, W., & Napitupulu, E. V. (2024). The mediating role of customer satisfaction in promotion and brand image toward customer loyalty. Jurnal Manajemen dan Kewirausahaan, 13(2).
Prabowo, D. R. G., & Sitio, A. (2022). Brand image, promotion strategy, and service quality on customer loyalty with customer satisfaction as mediation. Jurnal Manajemen.
Prabowo, D. R. G., Susanto, M. I., Firdaus, R. A. S., & Julian, S. P. (2024). Corporate image, service quality, and relationship marketing toward customer loyalty. Jurnal Manajemen Bisnis Era Digital, 1(3).
Prasatya, I. G. N. P., & Sukaatmadja, I. P. G. (2024). The role of customer satisfaction in mediating brand image and service quality on customer loyalty. E-Jurnal Manajemen Universitas Udayana, 13(12), 2450–2465.
Prasetyo, M. A., Maharani, A., & Patiro, S. P. S. (2024). Customer loyalty in B2B companies: Will the marketing mix still work? Ilomata International Journal of Management, 5(2), 389–400.
Ramadhan, F., & Setiawan, B. (2021). Brand image and customer loyalty in service companies. Jurnal Riset Manajemen, 13(2), 145–156.
Ramadhani, M., & Nurhadi, N. (2022). The effect of brand image, consumer satisfaction, and trust on customer loyalty. Forum Bisnis Kewirausahaan, 11(2), 200–214.
Ramadhani Jatmika, M., & Abdurrahman, A. (n.d.). The influence of service quality dimensions on customer loyalty with customer satisfaction as an intervening variable. International Journal of Science.
Saputra, A. A., Helmi, S., Fitriasuri, & Mellita, D. (2025). The influence of promotion and service quality on customer satisfaction mediated by purchase decision. Sinergi International Journal of Management and Business, 3(2), 118–134.
Sahlani, S., & Ruswanti, E. (2024). The effect of service quality and brand image on customer loyalty. Indonesian Interdisciplinary Journal of Sharia Economics, 7(3), 8411–8432.
Sukardi, S., Jahid, M. A., & Hendrawan, S. (2023). E-service quality and promotion on customer loyalty: The importance of customer satisfaction. Jurnal Fokus Manajemen Bisnis, 13(2), 241–254.
Tobing, R. Y. L., Gani, A., & Sembiring, D. A. (2022). Literature review: The effect of service quality on satisfaction based on SERVQUAL. Jurnal Ilmiah Kesehatan, 4(3), 352–363.
Wilson, N. (2019). The impact of service quality and brand image toward customer loyalty. Jurnal Manajemen Indonesia, 18(3), 222–234.
Yani, M. I., & Sugiyanto, S. (2022). The influence of service quality, trust, brand image, and customer satisfaction on customer loyalty. SINOMIKA Journal, 1(3), 285.
Yunita, F., & Mahadewi, P. E. (2025). The influence of promotion, service quality, and brand image on customer loyalty. International Journal of Science, Technology & Management, 6(3), 491–496.