Investigating the Relationship between Digital Marketing and Product Innovation with Customer Loyalty Manizan Dairy Products Kermanshah

The purpose of this study is to investigate the relationship between digital marketing and product innovation with brand loyalty to customers of Manizan Kermanshah dairy products. This research is applied in terms of purpose, descriptive-survey in nature and correlational in terms of statistical method. The method of collecting library information and the required tools is taking notes. The statistical population of the study includes the customers of Manizan Dairy Products Company in Kermanshah. The method is simple random sampling and the sample size using Cochran's formula is 384 people. The method of data collection is field and the required tools are digital marketing questionnaires (researcher-made), brand loyalty of Crystalis and Chrischo (2013) and product innovation of Paladino (2008). The method of data analysis is descriptive statistics using SPSS26 software. AMOS24 software was also used to model the structural equations. Findings showed that there is a significant and positive relationship between digital marketing and product innovation. There is also a significant and positive relationship between digital marketing and brand loyalty. Finally, there is a significant and positive relationship between product innovation and brand loyalty. Also, the fit indicators for all hypotheses and changes at the desired level are appropriate to the categories that provide this hypothesis model. The results showed that the relationship between digital marketing and product innovation with brand loyalty is confirmed.