Pengaruh Bauran Pemasaran (Produk, Harga, Tempat dan Promosi) Terhadap Kepuasan Pelanggan Berubah Menjadi Loyalitas Pelanggan Pada Coldplay Juice Soji

Abstract

Produk minuman Coldplay Juice SOJI merupakan produk minuman yang baru dikalangan konsumen, permasalahan yang terjadi yakni tingkat bertahannya suatu produk baru yang hanya sebentar, dikarenakan kurangnya loyalitas konsumen terhadap suatu produk baru. Pemasaran terkait bauran pemasaran berdasarkan pada kesesuaian konsumen (produk, hraga, tempat dan promosi) berpengaruh terhadap kepuasan pelanggan berubah menjadi loyalitas pelanggan. Tujuan penelitian ini adalah untuk menganalisis tentang pengaruh baurann pemasaran (produk, harga, tempat dan promosi) terhadap kepuasan pelanggan pada Coldplay Juice SOJI dan menganalisis kepuasan pelanggan berubah menjadi loyalitas pelanggan pada Clodplay Juice SOJI. Penelitian menggunakan metode analisis Partial Least Square (PLS), Metode Partial Least Square (PLS) menghasilkan bahwa variabel produk, tempat dan promosi memiliki pengaruh terhadap kepuasan pelanggan dan loyalitas pelanggan dengan nilai p-value kurang dari 0.01, sedankan untuk variabel harga tidak berpengaruh secara signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan yang ditunjukkan dengan nilai p-value lebih dari 0.05. R-square pada penelitian ini menunjukkan angka 0.67 pada (Y1) memiliki arti bahwa pengaruh variabel produk, harga, tempat dan promosi terhadap kepuasan pelanggan adalah 67% dan sisanya 23% dipengaruhi oleh variabel lain diluar model penelitian ini. R-square pada (Y2) menunjukkan angka 0.57 yang artinya bahwa variabel produk, harga, tempat, promosi dan kepuasan pelanggan adalah 57% dan 43% dipengaruhi oleh variabel lain diluar model penelitian ini. Kata kunci: 4p; bauran pemasaran; kepuasan pelanggan; loyalitas pelanggan; coldplay juie SOJI; Partial Least Square (PLS)

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“…These results prove that the hypothesis which states the place influences customer satisfaction can be accepted. This research is in line with research conducted by (Bailia, et al 2014), (Pertiwi, Yulianto, & Sunarti, 2016), (Sari et al, 2018), (Abbas, 2015), and (Wulandari & Mudiantono, 2013) where the results show that place has a significant effect on customer satisfaction. Based on observations, Solata Café is easily accessible so it becomes one of the main choices for consumers to hang out while eating and drinking.…”

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Effect of price and promotion on customer loyalty of domestic and export coal in the time of the COVID-19 pandemic

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