Improving Service Quality, Marketing Strategy and Promotion Strategies Towards Customer Loyalty Through Buying Interest as an Intervening Variable

This research aims to determine the improvement in service quality, marketing and promotion strategies for customer loyalty through purchase interest as an intervening variable. This research is a type of quantitative research with hypothesis testing. The population used in this research is all Surya Mart Umsida customers. The sample used was 150 respondents. The analytical tool used in this research is multiple linear regression analysis using the Structural Equation Modeling (SEM) program with AMOS 16.0 software. The primary data in this research was obtained from a questionnaire whose measurement used a Likert scale which was tested for validity and reliability. The results of this research show that there is an increase in service quality and consumer buying interest. This means that if service quality increases, it will increase consumer buying interest. There is an influence of marketing strategy through consumer buying interest. This means that if the marketing strategy improves, it will increase consumer buying interest. There is an increase between promotions and consumer buying interest. This means that if promotions increase, it will increase consumer buying interest. There is an increase in consumer buying interest and customer loyalty. This means that if purchasing interest increases, customer loyalty will increase.