The Effect of Marketing Mix on Loyalty Through Customer Satisfaction in
                        PT. Merck Tbk Cabang Medan

Simangunsong, Batara FS; Sitompul, Darwin; Sadalia, Isfenti

doi:10.18502/kss.v3i10.3397

Cited by 1 publication

(2 citation statements)

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“…Khuzaini concluded that product and price are the most important variables affecting loyalty [11]. The direct effect of the product on customer loyalty is greater than the effect of the product on customer loyalty through customer satisfaction [12]. It is necessary to improve the quality of the product by increasing the composition of the product, and the promotion price should be applied in the pricing strategy [12].…”

Section: Discussionmentioning

confidence: 99%

“…Using different promotions, there could be a huge opportunity for Hermes, if Hermes can ensure a strong online presence on different social networking sites, during the social media and e-commerce marketing trend. Hermes sales should be committed to creating a pleasant buying experience for customers, and always strive to perform better and exceed the expectations of customers [12]. Customers who are often satisfied with their shopping experience will make positive statements about the company and recommend its services to friends, partners, or others.…”

Section: Opportunitymentioning

confidence: 99%

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The Influential Factors on Customer Loyalty Based on Marketing Mix Theory

Sun¹

2022

BCPBM

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With the rapid growth of China's luxury market, many luxury brands have shifted their sales focus to China, in which resulting in many brands taking root in China one after another. The purpose of this report was to explore how Hermes utilized its marketing methods to influence customers' loyalty. A good marketing strategy can not only bring better benefits to the company but also reflect the influence of a brand in the market to a great extent. And this paper was based on SWOT analysis by adding 4Ps into the model, and it was appropriate to analyze which sectors will affect loyalty more. Based on SWOT analysis, the paper can find that product and price are the biggest factors affecting customer loyalty because product and price are the faces of a brand, and play a very important role. Even though product and price are very important, promotion and location in 4Ps also have little impact on customers. However, if compared with price and product, its impact is less obvious.

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Section: Discussionmentioning

confidence: 99%

Section: Opportunitymentioning

confidence: 99%