scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP KOMUNIKASI DARI MULUT KE MULUT MELALUI KEPUASAN PELANGGAN

2014 ◽  
Vol 2 (2) ◽  
Author(s):  
Nurhadi Wijayanto
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Product Price ◽  
Physical Evidence ◽  
Equation Modelling ◽  
Place Promotion

Nurhadi WijayantoPT. JAMSOSTEK (Persero) Kantor Cabang PasuruanE-mail: [email protected] research represent quantitative research and it aims to analyse influence of marketing mix toword of mouth with customer satisfaction as intervening variable. By using two way of that is enquettemethod and of interview. The tool of analyses used Structural Equation Modelling (SEM). Result ofresearch indicate that marketing mix which consist of product, price, place, promotion, people, physicalevidence and process influenced to customer satisfaction at participant of program of Jamsostek. Indetail, those product variables namely price, place, promotion, and physical evidence have influencedsignificantly to customer satisfaction where as people variable and process did not influencesignificantly to customer satisfaction. The Customer satisfaction have influenced to word of mouth(WOM) at participant of program of Jamsostek. Marketing mix (product, price, place, promotion,people, physical evidence and process) have influence to word of mouth (WOM). Marketing mix didnot influence to word of mouth (WOM) directly but indirect influence to WOM. It mean that thecustomer satisfaction did not have synergy with marketing mix.Keyword: Marketing mix, customer satisfaction, word of mouth.

The Antecedents of Word-of-Mouth Behaviour

2014 ◽  
pp. 185-202
Author(s):  
Ho Yin Wong ◽  
Anthony Perrone
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Point Of View ◽  
Service Performance ◽  
Fit Indices ◽  
Equation Modelling ◽  
Post Purchase

The aim of this study is to undertake empirical research investigating the nature and magnitude of the determinants of word-of-mouth behaviour from the point of view of service performance and post-purchase perceptions. A quantitative study was undertaken. A theoretical model linking service quality issues and word-of-mouth behaviour was developed and tested using structural equation modelling of 280 surveyed participants at various day spa locations. All major fit indices from structural equation modelling methods show satisfactory results for the measurement and structural models. The results confirm significant relationships between the constructs in the model. While the quality of the product, customer service, and servicescape atmosphere lead to customer satisfaction, it is servicescape atmosphere and customer satisfaction that drive word-of-mouth behaviour. The results of this study provide insights to aid service providers and marketing professionals in the service industry in fully understanding that the enhancement of the delivery of high quality service, an accommodating environment, and instilling feelings of satisfaction with their customers will more likely lead to positive word-of-mouth referrals. One major limitation is that the survey was conducted within one industry in one country. The major value of this chapter is the establishment of the role of service quality on word-of-mouth behaviour. This research provides empirical results of the impacts of service performance and post-purchase perceptions on word-of-mouth behaviour.

scholarly journals Pengaruh Bauran Pemasaran dan Destination Image Terhadap Keputusan Wisatawan Berkunjung Pada Pada Pariwisata Syariah Di Kabupaten Lima Puluh Kota Provinsi Sumatera Barat

2020 ◽  
Vol 17 (2) ◽  
pp. 26-38
Author(s):  
Muhammad Yusuf Muhammad Yusuf
Keyword(s):  
Quantitative Research ◽  
Field Research ◽  
Positive Influence ◽  
Marketing Mix ◽  
Destination Image ◽  
Product Price ◽  
Quantitative Research Methods ◽  
Physical Evidence ◽  
West Sumatra ◽  
Place Promotion

The purpose of this study is to determine whether there is a partially and simultaneously influence among product, promotion, place, price, people, physical evidence, process, promise, patience and destination image variable on the decision of tourists visiting sharia tourism in Lima Puluh Regency, West Sumatra Province. This research is field research with quantitative research methods. The data collecting techniques of this study were questionnaire, documentation, and interviews with the respondents, which consist of 100 people. The research location of this study was in Lima Puluh Kota. In processing data, this study utilized SPSS for Windows program 23.0 version.Based on the research results, it is obtained that (1) marketing mix consisting of variables (product, price, place, promotion, people, process, physical evidence, promise, patience) has a positive influence on the decision of tourists visiting sharia tourism, , (2) destination image has a positive influence on the decision of tourists visiting sharia tourism, the marketing mix and destination image simultaneously influence the decision of visiting tourists by 44,019. It means that the product, price, place, promotion, people, process, physical evidence, promise, patience, and destination image variable simultaneously influence the decision of tourists visiting sharia tourism in the Lima Puluh regency of West Sumatra Province. Keywords: Sharia Marketing Mix, Destination Image, and Tourist Visit Decision, Sharia Tourism

ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE

2016 ◽  
Vol 1 (1) ◽  
pp. 31-40
Author(s):  
Ida Farida ◽  
Achmad Tarmizi ◽  
Yogi November
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Future Research ◽  
P Value ◽  
Research Needs ◽  
Product Price ◽  
Transport Mode ◽  
Physical Evidence ◽  
Place Promotion ◽  
The Impact

The purpose of this study is to examine the impact of seven elements of marketing mix (product, price, place, promotion, people, process and physical evidence) on customer satisfaction of GOJEK users. Data were collected from 90 customers residing in South Jakarta using self-reporting questionnaires. Factor analysis is used to validate the instrument and regression analysis was used to test the hypotheses. The results showed that although the elements of the marketing mix simultaneously significant effect on customer satisfaction, however partially, only the product have a significant effect on customer satisfaction (p-value 0.045). Based on these findings, the future research needs to re-examine the influence of marketing mix elements on customer satisfaction, in particular, transport mode users GOJEK by increasing the sample size and expanding the area of research so that research results can be generalized. Keywords: Product, Price, Promotion, Place, Process, People, Physical Evidence, Satisfaction

scholarly journals Marketing Mix on Customer Loyalty at Coffee Shop in Bandung

2021 ◽  
Vol 5 (1) ◽  
pp. 89-96
Author(s):  
Erlina Erlina ◽  
Daniel Hermawan
Keyword(s):  
Customer Loyalty ◽  
Quantitative Research ◽  
Marketing Mix ◽  
Product Price ◽  
Coffee Shop ◽  
Quantitative Research Methods ◽  
Physical Evidence ◽  
Place Promotion ◽  
Coffee Shops ◽  
Main Factor

Coffee shop business growing rapidly in Bandung. Not just enjoying a cup of coffee, coffee shops are now transformed into places to socialize and gather together with friends and relatives. This trend makes existing coffee shops compete with one another by providing differentiation in product, price, place, promotion, service, atmosphere, and presentation process. This research tries to explore the marketing mix at coffee shop in Bandung and its effect on customer loyalty. With quantitative research methods taken from 80 respondents, it is known that the physical evidence factor is the main factor, on the other hand the price factor is the lowest factor that has impact on customer loyalty. This research underlines the importance of the components of the marketing mix in order to increase customer loyalty in the coffee shop business.

scholarly journals STRATEGI BAURAN PEMASARAN 99ERS 100.0 FM DALAM MEMPERTAHANKAN RATING TOP RADIO REMAJA

2018 ◽  
Vol 1 (2) ◽  
pp. 142
Author(s):  
Sheryl Vitridzky ◽  
Itca Istia Wahyuni
Keyword(s):  
Public Relations ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Product Price ◽  
Physical Evidence ◽  
Rate Card ◽  
Place Promotion

Media massa radio pada saat ini begitu dibutuhkan oleh para pendengarnya, karena radio dapat didengarkan dimana saja dan kapan saja. Untuk radio segmentasi anak muda di kota Bandung tentu sangatlah banyak sehingga radio harus bersaing dengan para kompetitor untuk dapat mempertahankan rating yang dimilikinya. Oleh karena itu perlunya strategi bauran pemasaran (marketing mix) untuk mencapai tujuan yang diinginkan oleh radio terutama dalam mempertahankan rating radio segmentasi anak muda. Penelitian ini bertujuan untuk mendeskripsikan mengenai elemen bauran pemasaran jasa radio yang dikenal dengan 7P yaitu product, price, place, promotion, people, process dan physical evidence untuk mempertahankan top rating radio segmentasi anak muda. Penelitian ini menggunakan jenis penelitian kualitatif dengan metode deskriptif. Penulis memilih kasus Radio 99ers Bandung. Hasil penelitian yang telah dilakukan dapat disimpulkan berdasarkan masing-masing elemen bauran pemasaran. Produk yang dimiliki 99ers yaitu program dan konten siaran on air. Lokasi tempat yang sangat strategis karena di daerah Dago Bandung. Penentuan harga pada rate card menyesuaikan dengan klien. Promosi yang dilakukan yaitu advertising, public relations, word of mouth, event dan sponsorship. Partisipan yang sangat berperan banyak yaitu pendengar dan pengiklan. Proses yang dilakukan yaitu mengadakan meeting dan mengetahui jumlah pendengar setiap hari melalui web. Bukti fisik yang dimiliki yaitu id card, mobil operasional, alat programming, seragam, dan kantor.

scholarly journals Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra Snack Stores

2021 ◽  
Vol 1 (2) ◽  
pp. 125-133
Author(s):  
Ivana Tanjung
Keyword(s):  
Structural Equation ◽  
Quantitative Research ◽  
Reasoned Action ◽  
Marketing Mix ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Product Price ◽  
Physical Evidence

This study examines the analysis of marketing mix (7P) effect to buying decision at Sentra Snack Store. Marketing mix (7P) are product, price, place, and promotion, people, process, and physical evidence. The main theory used is Theory of Reasoned Action by Fishbein and Ajzen (1975). The method used by this research is a quantitative research method, where the data is measured numerically and used Structural Equation Modeling with Partial Least Square. Theprogram used SmartPLS 3.3.3. The research was held at Sentra Snack Store, located in Surabaya with seventy samples of Sentra Snack Store customers. The results are Product and Price have a significant effect to Buying Decisions at Sentra Snack Store, while Promotion, Place, People, Process, and Physical Evidence do not. These results can be used as a basis for developing related strategies because they will further affect the company's sales and profit turnover.

scholarly journals KEPUASAN PETANI PADI TERHADAP PELAKSANAAN BAURAN PEMASARAN BENIH PADI BERSERTIFIKAT NON SUBSIDI – PT. PERTANI CABANG PEMASARAN KARAWANG

Agrin ◽  
2019 ◽  
Vol 22 (2) ◽  
pp. 104
Author(s):  
Devi Maulidia ◽  
Eti Suminartika
Keyword(s):  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Rice Seed ◽  
Product Price ◽  
Satisfaction Index ◽  
Rice Farmers ◽  
Customer Satisfaction Index ◽  
Place Promotion ◽  
Rice Seeds

PT.Pertani bergerak salah satunya di bidang produksi dan distribusi benih. Berdasarkan benih yangdipasarkannya, ada dua jenis konsumen benih padi PT. Pertani yaitu konsumen benih bersubsidi dan non subsidi.Penelitian ini dilakukan untuk menentukan kualitas bauran pemasaran benih padi bersertifikat non subsidiberdasarkan kepuasan petani padi sebagai konsumen benih. Penelitian dilakukan dengan teknik deskriptifkuantitatif yang mengidentifikasi tingkat kesesuaian antara kepentingan dan pelaksanaan bauran pemasaran yangdirasakan oleh petani padi, prioritas perbaikan bauran pemasaran, serta tingkat kepuasan petani. Terdapat tujuhatribut bauran pemasaran yang dinilai berdasarkan prinsip bauran pemasaran 7P dan dianalisis dengan metodeImportance-Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Penelitian dilakukan di empatdesa yang berada di wilayah Kios Tani Ramah, Kabupaten Karawang. Alasan pemilihan Kios Tani Ramah adalahkarena kios ini adalah pemasar benih padi bersertifikat terbesar dari PT. Pertani Cabang Karawang, dimana PT.Pertani sendiri merupakan satu dari dua BUMN yang memproduksi benih padi bersertifikat. Variabel yang akanditeliti pada penelitian ini adalah bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process, danPhysical Evidence). Hasil penelitian menunjukkan bahwa yang menjadi prioritas untuk ditingkatkan ialah atributketahanan hama, penyakit, kesesuaian harga dengan kualitas, promosi word of mouth, dan kebersihan kios. Tingkatkepuasan petani berdasarkan penilaian CSI yaitu 75,20% atau 0,752 yang berarti ada pada kriteria puas, karenaberada diantara 0,66 – 0,80.Kata kunci: kepuasan petani, bauran pemasaran, benih padi bersertifikat, non subsidi, IPAABSTRACTOne of PT.Pertani’s business branch is seed production and distribution. Based on the seeds market, thereare two types of consumers of PT. Pertani. Those are, subsidized and non-subsidized seed consumers. Thisresearch was conducted to determine the quality of marketing mix of certified rice seeds based on the satisfactionof the rice farmers as seed consumers. The research was conducted with quantitative descriptive analysis methodthat identifies the level of conformity between the importance and the implementation of the marketing mixperceived by the rice farmers, the priority of the marketing mix improvement, and the level of farmer satisfaction.There are seven marketing mix attributes that are judged by the 7P marketing mix principle and analyzed byImportance-Performace Analysis (IPA) and Customer Satisfaction Index (CSI) method. The study was conductedin four villages located in Kios Tani Ramah area, Karawang Regency. The reason for choosing Tani Ramah Kioskis because this kiosk is the largest certified rice seeds marketer from PT. Pertani Karawang Branch, where PT.Pertani itself is one of two state-owned enterprises that produce certified rice seeds. The variables to be sold inthis study are 7P marketing mix (Product, Price, Place, Promotion, People, Process, dan Physical Evidence). Theresults showed that the priorities to be improved are the attribute of pest resistance, disease, price conformity withthe quality, word of mouth promotion, and the kiosk's hygiene. The level of farmer satisfaction based on the CSIassessment is 75.20% or 0.752 which means it is within the "satisfied" criteria, because it is between 0.66 - 0.80.Keywords: farmer satisfaction, marketing mix, certified rice seed, non subsidized, IPA

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

scholarly journals Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product

2021 ◽  
Vol 1 (3) ◽  
pp. 160-168
Author(s):  
Sonya Lisabel Malelak ◽  
Budi Setiawan ◽  
Silvana Maulidah
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Marketing Mix ◽  
Consumer Loyalty ◽  
Product Price ◽  
Local Product ◽  
Beef Products ◽  
Place Promotion ◽  
Product Control

The purpose of this study is to analyze the effect of marketing mix on local product consumer satisfaction, to analyze the effect of marketing mix on consumer loyalty of local products and to analyze the indirect effect of marketing mix on consumer loyalty. This study used 140 respondents and the data were processed using SEM-WarPLS analysis. The results showed that the marketing mix: variable product, price, place, promotion directly has a positive and significant effect on the variable customer satisfaction. Marketing mix: product, price, promotion variables directly have a positive and significant effect on consumer loyalty. place variable has a positive and insignificant effect on consumer loyalty. The importance of maintaining the quality of smoked beef products is emphasized in this study by paying close attention to the processed ingredients and packaging that are unique, as well as periodic product control. This is done so that the products produced can survive in the market and face competitors, as well as to establish more consistent pricing policies so that prices can be more competitive.

scholarly journals WOM as The Mediator of Marketing Mix to Customer Satisfaction in Covid-19 Pandemic

2021 ◽  
Vol 14 (2) ◽  
pp. 147-157
Author(s):  
Novi Haryati ◽  
◽  
Rosita Widya Putri ◽  
Nisrina Qotrunnada ◽  
Yafi Alam Syah ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Descriptive Analysis ◽  
Secondary Data ◽  
Marketing Mix ◽  
Sem Analysis ◽  
Primary Data ◽  
Mediating Role ◽  
The Relationship

This study examines coffee shops’ marketing mix and its impact on customer satisfaction and word of mouth (WOM). Also, analyzing customer satisfaction mediates the relationship between the marketing mix and word of mouth. This study used a quantitative approach with 100 sampling of coffee shop’s customers across Malang City. Primary data collection is done by distributing questioner containing several questions using a Likert scale to the respondents, while secondary data is obtained from literature studies. For analyzing the data, this study applied descriptive analysis and statistical analysis employed WarpPLS 7.0 software to perform the Partial Least Squares-Structural Equation Modelling (PLS-SEM) analysis. This study proves that marketing mix has a positive and significant effect on customer satisfaction, and the same relationship was found between the marketing mix and WOM. An important finding from this study is that customer satisfaction plays a mediating role between marketing mix and word of mouth.

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