Pengaruh Program Loyalitas Terhadap Kesetiaan Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan (Studi Empiris Pada Alfamart)

In nowadays, the emergence of retail companies is increasingly competitive, so it is tighter between companies. Therefore, a company must pay attention to its marketing strategy in order to attract new customers and retain existing customers, with the hope that customer satisfaction and loyalty can be created. One form of marketing strategy is to create a loyalty program, this is because current customers tend to be happy if given a reward in the form of gifts, discounts, and promos. Therefore, this study aims to determine whether Alfamart's loyalty program influences Alfamart customer loyalty which is mediated by customer satisfaction in the loyalty program. Keywords: Loyalty Program, Satisfaction, Loyalty, Alfamar