The Effect of Marketing Mix on Consumer Satisfaction and Loyalty for Indonesian Brand Salad Dressing “XYZ”

Abstract

'XYZ', as a salad dressing product, can help consumers to prepare meals in a short time. In Indonesia, growth in salad dressing products every year is relatively high, increasing by 120% per year. The market share of salad dressings is also getting bigger with the addition of new players and variants. The purpose of this research was identifying the attributes affecting consumers' satisfactions and their satisfaction levels. The attributes used in this research were related to the marketing mix. Consumer loyalty is also important so that 'XYZ' can compete to fulfil consumer needs. This research used a quantitative descriptive method by conducting an online survey of 'XYZ' salad dressing consumers and direct interviews in shopping centers. The respondent criteria were females who were more than 18 years old and lived in Jabodetabek area. The technique of data processing and analysis used in this research was a quantitative descriptive analysis by using Structural Equation Modeling (SEM) and LISREL software version 8.7. Based on the results of research and evaluation on respondents, it can be concluded the marketing mix that has a significant effect on consumer satisfaction is product, price, and place. Promotion has no significant effect on consumer satisfaction. Consumer satisfaction has a significant effect on consumer loyalty. Suggestions to increase consumer satisfaction and loyalty to 'XYZ' brand are to sell products that meet consumer tastes and to maintain the product quality. The placement of 'XYZ' product in the shopping center must be taken into account to make it easy to find and maintain its product availability in the market. This can increase consumer satisfaction and lead to an increase in consumer loyalty.

The Effect of Marketing on Consumer Loyalty to the Cosmetic Business Beautyessence with Customer Satisfaction as an Intervening Variable

“…This study is in accordance with research conducted by Raharjo, et al (2019), Kurniawan, et al (2016) and Nuseir, et al (2015) [5][6], which stated that the place or distribution channel affects customer satisfaction. In addition to place, products also affect customer satisfaction according to research conducted by Oktaviani (2014), which stated that the marketing mix that affects customer satisfaction is a product variable.…”

Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare

“…Pricing is also very influential in attracting buying interest which also has an impact on continuous use. The results of this study are in line with research conducted by: (Setiawan et al, 2016), (Verma & Singh, 2017), (Sulaiman & Hindardjo, 2019), (Rizki et al, 2015), (Sukamto & Lumintan, 2015), (Rahardjo et al, 2019), (Riyadi & Rangkuti, 2016), (Putra et al, 2019), (Al-Majali & Tarabieh, 2020), (Ahmed, 2015)., (Qomariah et al, 2020), (Anggriana et al, 2017).…”

The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic

“…The formula to count CLI is the same as CSI, with the additional CLI total score calculated by adding the CSI score and total endogenous and then dividing by two. Then, the consumer loyalty index was interpreted regarding the value criteria used by Rahardjo et al (2019) in Table 2.…”