Marketing Strategy, Product Innovation, and Brand Image as Determinants of Consumer Loyalty at Paragon Mall Semarang

Abstract

The decline in consumer visits to Paragon Mall Semarang is a concern, as it can impact sales and customer loyalty. This condition is caused by a suboptimal digital marketing strategy, minimal product innovation, and a weak brand image in the eyes of increasingly critical consumers who have many choices. The purpose of this study is to determine the impact of marketing strategy, product innovation, and brand image on consumer loyalty at Paragon Mall Semarang. This study used a quantitative method by conducting a direct survey in the field. Data were collected through questionnaires distributed to 100 respondents and processed using SPSS version 25. Tests were conducted to determine the impact of independent variables on the dependent variable. The research findings indicate that marketing strategy, product innovation, and brand image have a significant influence on consumer loyalty at Paragon Mall Semarang, with brand image being the most influential variable.