Pengaruh Marketing Mix Terhadap Loyalitas Konsumen Permen Susu

Abstract

This study aims to determine the effect of Marketing Mix on 'Permen Susu' consumer's loyality at the small and medium enterprises in Moyo Hilir. This research is designed as a quantitative study. Population in this research is Sumbawa's society who consume 'permen susu' regularly. Respondents were chosen by random sampling method to get 100 respondents. Analysis of the data is using linear multivariable regression which consist of validity test, reliability test, t test, f test, determination test and test of classical assumption. The results revealed that 'product' variable has a positive and significant effect on 'permen susu' consumer's loyalty. Next, 'price' variable has positive and significant influence on 'permen susu' consumer's loyalty. 'Promotion' variable has positive and significant effect to 'permen susu' consumer's loyalty. Besides, 'location' variable has positive and significant influence on 'permen susu' consumer loyalty. Simultaniously, Marketing mix affects 'permen susu' consumer's loyalty with confidence level of 62,2% while the rest 37,8% influenced by other factors. It is recommended for the 'permen susu' or milk candy producers to consider marketing mix starategy, innovate products and intensify promotions and sales through proven effective social media.

Analysis of Pricing and Merchandising Effect to Customer Satisfaction and It’s Affected to Customer Loyalty in Puri Batam Minimarket

“…Untuk dapat meningkatkan bisnis ritelnya para pengusaha ritel harus memperhatikan bauran-bauran ritel seperti harga, merchandising, lokasi, atmosfir toko dan pelayanan. Menurut Justin dalam Santoso (2012), bauran pemasaran ritel (retail marketing mix) adalah variabel keputusan pengecer yang digunakan untuk memenuhi kebutuhan pelanggan dan mempengaruhi mereka dalam keputusan pembelian dan dengan demikian mempengaruhi komitmen pelanggan dengan cara menciptakan kepuasan. Akan tetapi dalam prakteknya, seringkali ditemui suatu dilema yang dihadapi oleh para pemasar, yaitu adalah bagaimana cara mengembangkan bauran pemasaran ritel yang tidak hanya efektif memenuhi target pasar, tetapi juga membangun komitmen dan loyalitas pelanggan.…”

“…Penelitian ini sejalan dengan penelitian yang dilakukan Santoso (2012), manyatakan bahwa bauran pemasaran termasuk harga dan merchandise secara bersama-sama berpengaruh terhadap kepuasan dan loyalitas pelanggan.…”