KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

Building Costumer Loyalty Through Marketing Mix Strategy With Satisfactory As Intervening Variable

Published date: Nov 12 2018

Journal Title: KnE Social Sciences

Issue title: The 2018 International Conference of Organizational Innovation (ICOI-2018)

Pages:

DOI: 10.18502/kss.v3i10.3372

Authors:
Abstract:

Marketing mix should be formulated and combined as effectively as possible as it is the only marketing aspect that is controlled by the company, where the marketing mix strategy implemented by the company is responded by the costumers. The purpose of this study is to determine the most significant factors of the marketing mix that are influencing customer loyalty in Toko Amanah Central Pasar Medan Mall, to discover how marketing mix factors affect customer loyalty in Toko Amanah Central Pasar Medan Mall, to investigate how marketing mix factors affect loyalty through customer satisfaction in Toko Amanah Central Pasar Medan Mall; to explore what policies are needed to be framed in relation to the factors of marketing mix in creating higher level of customer satisfaction in order to increase customer loyalty in Toko Amanah Central Pasar Medan Mall. The number of samples used in this study is 395 people. Data were collected using questionnaires and tested by using the Validity and Reliability Test; data were required to meet the elements of classical assumption test. Furthermore, test data analysis was done by using path analysis (Path Analysis), and coefficient of determination. This research concludes that price is the most significant variable in influencing consumer satisfaction, while the most significant variable in affecting consumer loyalty is the product.

 

 

Keywords: marketing mix, product, price, promotion, location, satisfaction, loyalty

References:

[1] Aryotedjo. (2005). Pengaruh Kualitas Jasa, Kepuasan dan Komitmen Pelanggan Terhadap Loyalitas Konsumen Pada Bisnis Retail. Jurnal Bisnis dan Manajemen, vol. 5, no. 2, pp. 223–232.


[2] Basu. (1999). Asas-Asas Pemasaran, Edisi Ketiga. Yogyakarta: Penerbit Liberty.


[3] Bungin, B. (2005). Metodologi Penelitian Kuantitatif (Edisi Pertama, Cetakan Pertama). Jakarta: Penerbit PT. Rajagrafindo Persada.


[4] Dasril. (2009). Analisis Pengaruh Strategi Bauran Pemasaran Terhadap Perilaku Pembelian Konsumen Tekstil di Kota Medan. Thesis, Magister Ilmu Manajemen Sekolah Pascasarjana USU, Medan (tidak dipublikasikan).


[5] Faizul. (2008). Pengaruh Strategi Bauran Pemasaran Ritel Terhadap Kepuasan dan Hubungan Dengan Loyalitas Pelanggan Plaza Medan Fair di Medan. Thesis, Magister Ilmu Manajemen Sekolah Pascasarjana USU, Medan (tidak dipublikasikan).

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