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 ANALYSIS OF MARKETING MIX ON CUSTOMER SATISFACTION: EMPIRICAL STUDY OF PURCHASING DECISION OF EAST NUSA TENGGARA LOCAL PRODUCT

2021 ◽  
Vol 21 (4) ◽  
pp. 285-292
Author(s):  
Sonya Lisabel Malelak ◽  
Budi Setiawan ◽  
Silvana Maulidah
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Marketing Mix ◽  
Purchase Decision ◽  
Decision Variable ◽  
Purchasing Decisions ◽  
Product Price ◽  
Purchasing Decision ◽  
Local Product ◽  
Place Promotion

The purpose of this study is to analyze the effect of marketing mix on purchasing decisions of East Nusa Tenggara local products, to analyze the effect of marketing mix on consumer satisfaction of local products and to analyze the indirect effect of marketing mix on research satisfaction. The results showed that the variable price, place, promotion directly had a positive and significant effect on the purchasing decision variable. The product variable directly has a positive but insignificant effect. variable product, price, place, promotion directly have a positive and significant effect on customer satisfaction variables. The purchasing decision variable is not indirectly a mediation for the product variable and the consumer satisfaction variable. The purchase decision variable is not indirectly a mediation for the price variable and the consumer satisfaction variable. The purchase decision variable is not indirectly a mediation for the place variable and the consumer satisfaction variable. The purchasing decision variable is indirectly mediating for the promotion variable and the customer satisfaction variable.

scholarly journals Marketing Mix-7Ps: The Effect on Customer Satisfaction

2019 ◽  
Vol 7 (1) ◽  
pp. 72-86
Author(s):  
Basrah Saidani ◽  
I Ketut R Sudiarditha
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
The Elderly ◽  
Marketing Mix ◽  
Target Market ◽  
Product Price ◽  
Price Distribution

Business competition is getting tougher making the marketing mix used as a tool for tactical marketing tools that can be controlled to produce the desired response in the target market. This study aims to determine the magnitude of the influence of marketing mix-7Ps on consumer satisfaction for the elderly in the Special Capital Region of Jakarta. The research method uses a survey with a questionnaire as a data collection tool. Samples were taken using simple random sampling technique produced 70 respondents. Data is processed using multiple regression analysis techniques. The results of the study show that: (1) empirically proven products, prices, distributions, promotions, and processes have a significant influence on customer satisfaction; meaning that the better the product, price, distribution, promotion and process, the more customer satisfaction increases. (2) Empirically proven physical facilities and people do not affect consumer satisfaction; meaning that physical facilities and people do not significantly result in customer satisfaction. Thus the findings of this study prove that physical facilities and people are not the main ones in consuming a product, but the most important thing is the quality of the product itself which can be used according to its function.

ANALISIS BAURAN PEMASARAN TERHADAP PERILAKU KONSUMEN PRODUK PANGAN ORGANIK

2019 ◽  
Vol 4 (2) ◽  
pp. 295-306
Author(s):  
Farida Farida
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Organic Food ◽  
Food Products ◽  
Marketing Mix ◽  
Primary Data ◽  
Repurchase Intention ◽  
Product Price ◽  
Place Promotion ◽  
Organic Food Marketing

This study was aimed to analyze the effect of marketing mix consist of product, price, place, promotion, and service on consumer satisfaction and repurchase intention of organic food products. Fifty-four respondent were selected by convenience sampling method to collect information from the respondent by filled the sheet questionnaires to obtain primary data. The data were analyzed by using multiple regression method. The result of the study showed that the marketing mix was influenced significantly on customer satisfaction by 99,7percent and 80,4 percent was affected by repurchase intention. Product was a variable of marketing mix had more important to influence customer satisfaction and repurchase intention for organic food products. Marketing mix product, price, place, promotion, and service partially have a significant effect on consumer satisfaction. Product, price, and service significantly affected on repurchase intention, whereas place and promotion was no significant effect. Key words: organic food, marketing mix, consumer satisfaction, repurchase intention

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 THE IMPACT OF MARKETING MIX ON CUNSOMER SATISFACTION AND CUSTOMER LOYALTY ON AQUA PRODUCTS

2020 ◽  
Vol 4 (2) ◽  
pp. 83-103
Author(s):  
Primawati Hayuningtyas
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Marketing Mix ◽  
Water Industry ◽  
Product Price ◽  
Campus Environment ◽  
Bottled Drinking Water ◽  
Place Promotion ◽  
Water Companies ◽  
The Impact

Almost every company in Indonesia carries out a variety of strategies to be competitive. In the Bottled Drinking Water Industry, the result of a research carried out by Mandiri Industry Update (2015) indicated the existence of intense competition, with more than 500 bottled water companies, of which 60% were mostly local players. This should be a concern for Danone Group with the AQUA brand that currently still dominates the market. AQUA must continue to maintain its market share by finding ways to provide satisfying products to costumers in order to encourage loyalty so that AQUA can survive in the competition. This study was chosen based on the researcher's interest in the effect of satisfaction felt by costumers on costumer loyalty to AQUA products. In this case, the Marketing Mix (product, price, place, promotion) forms the factors that lead to costumer satisfaction and loyalty (Wahab et al, 2016). This study was conducted in the campus environment of Airlangga University with as many as 80 students. The results of this study using empirical data indicated that the marketing mix variables consisting of product, price, promotion, place had a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on costumer loyalty.

scholarly journals Effect of Service Quality Dimension and Marketing Mixed Dimension of Consumer Loyalty with Consumer Satisfaction as Mediation

2019 ◽  
Vol 6 (5) ◽  
pp. 768
Author(s):  
Yohanes Andrianto ◽  
Singgih Santoso
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Marketing Mix ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Central Java ◽  
The Face ◽  
Mixed Dimension

The phenomenon of the emergence of many souvenir shops in the Purbalingga area of Central Java has resulted in increasingly strong business competition. In order to survive in the face of competition, business actors need to pay attention to important aspects in running their business. The author takes several aspects, namely the dimensions of service quality (physical evidence, reliability, responsiveness, assurance, empathy) and the dimensions of the marketing mix (products, prices, places, promotions) that can influence customer loyalty with customer satisfaction as mediation. The author makes the Original Nopia Shop as a research object because the shop is one of the souvenir shops that are quite old and famous in the Purbalingga area. The design of this study was a survey using a questionnaire distributed to 200 respondents of Original Nopia Store customers with a purposive random sampling method. Research variables were analyzed using Structural Equation Modeling (SEM) and obtained the following results: (1) Service quality significantly influences customer satisfaction, (2) Marketing Mix does not significantly influence customer satisfaction, (3) Consumer satisfaction has a significant effect on consumer loyalty, (4) consumer satisfaction does not mediate between the influence of service quality on consumer loyalty, (5) consumer satisfaction is able to mediate between the influence of marketing mix on consumer loyalty, (6) consumer satisfaction does not mediate between the influence of service quality and marketing mix simultaneously towards consumer loyalty.

scholarly journals TINGKAT KEPUASAN KONSUMEN RESTORAN PONDOK HIJAU KOTA MANADO

2017 ◽  
Vol 13 (2A) ◽  
pp. 157
Author(s):  
Arthur ., Hardyasar ◽  
Juliana R. Mandei ◽  
Joachim N.K. Dumais
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Sampling Method ◽  
Secondary Data ◽  
Sampling Technique ◽  
Satisfaction Level ◽  
Product Price ◽  
Descriptive Data ◽  
Place Promotion

This study aims to measure the level of customer satisfaction of green cottage restaurant viewed from the aspect of product, price, place, promotion and service. This research was conducted from February to April 2017, using primary and secondary data with sampling technique of accidental sampling method and respondents were 96 people. The method of analysis used is descriptive data analysis depicting Level of Consumer Satisfaction at Restaurant Pondok Hijau Manado City. To measure the Level of Consumer Satisfaction at Restaurant Pondok Hijau Manado City, use the Likert Scale. The result of the research showed that the perception index of customer satisfaction to the service of distribution for credit of grassroot business at Bank BRI Unit Tomohon Utara Tomoho City, Consumer Satisfaction Level of Pondok Hijau Restaurant in Manado was 76.64% and classified as Very Satisfied (SP).

scholarly journals The Effect of Innovation, Promotion, and Quality of Products on Consumer Loyalty with Satisfaction as Intervening Variables (Case Study Costumer PT. Mandom In Surabaya)

2021 ◽  
Vol 2 (3) ◽  
pp. 206-213
Author(s):  
Rega Irsa Irawan ◽  
Sengguruh Nilowardono
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Consumer Satisfaction ◽  
P Value ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Quality Of Products ◽  
Positive Effect

This study aims to determine the effect of innovation, promotion, product quality on consumer loyalty with customer satisfaction as intervening. This research method uses quantitative with OLS analysis tools. The research instrument was a questionnaire with 75 samples of Gastby product consumers. The results of the study prove that Innovation has positive significant effect on consumer satisfaction as evidenced by the results of t value of 4.457 with p-value of 0.00, Innovation has significant positive effect on consumer loyalty as evidenced by the results of t value of 8.897 with p-value amounting to 0,000, promotion does not have a significant positive effect on customer satisfaction t value of 0.421 with a p-value of 0.674, promotion does not have a significant positive effect on consumer loyalty as evidenced by the result of t of 1,277 with a p-value of 0,202, quality the product has significant positive effect on customer satisfaction as evidenced by the results of t table (1.666) and p-value smaller than 0.05, product quality has significant positive effect on loyalty consumer as evidenced by the results of this value greater than t table (1.666 ) and p-value is smaller than 0.05 consumer power has an effect on consumer loyalty as evidenced by the results of t value of 4.689 with a p-value of 0.00.  

scholarly journals Analisis Stimulus Pemasaran Produk Kopi terhadap Kepuasan dan Loyalitas Konsumen (Studi Kasus pada Kafe Semasa Semarang)

2021 ◽  
Vol 5 (3) ◽  
pp. 805-818
Author(s):  
Septia Permatasari ◽  
◽  
Edy Prasetyo ◽  
Siswanto Santoso
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Consumer Loyalty ◽  
Satisfaction Index ◽  
Quota Sampling ◽  
The Impact ◽  
Number Of Customers

The aims of the study are to (i) find out the impact of marketing stimulus on consumer satisfaction, (ii) find out the impact of marketing stimulus on consumer loyalty, (iii) find out the impact of marketing stimulus on consumer loyalty through customer satisfaction, and (iv) find out the level of consumer satisfaction at Semasa Cafe in Semarang. This research was conducted in March 2020. Semasa Cafe was chosen as a research location based on the consideration that Semasa Cafe has an outdoor café concept, the use of a small building in the corner of the shop, and does not have wifi facilities but still has a large number of customers. The number of samples was determined using 110 quota sampling with customers of Cafe Semasa as respondents, while the determination of samples was done using accidental sampling. Criteria for respondents are consumers who buy coffee products at Semasa Cafe with a minimum of three visits a month. Data collection is done by conducting interviews based on a questionnaire that has been prepared. Data were analyzed using path analysis, IPA (importance performance analysis) and (CSI) customer satisfaction index. This research find out that price variable, service quality variable, and also promotion variable have an influence on customer satisfaction. Quality of service variable, promotion variable, and customer satisfaction variable have impact customer loyalty. Service quality variable and promotion variabel has an influence on consumer loyalty through customer satisfaction of Semasa Cafe coffee products . Semasa Cafe consumer satisfaction level is 85.2% which means consumers are in the criteria of very satisfied.

scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN DAN KEPERCAYAAN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN

2019 ◽  
Vol 16 (2) ◽  
pp. 109
Author(s):  
Aep Nurbani ◽  
Heru Mulyanto ◽  
Mursida Kusuma Wardani ◽  
Meli Andriyani
Keyword(s):  
Customer Satisfaction ◽  
Structural Model ◽  
Model Analysis ◽  
Marketing Mix ◽  
Equation Model ◽  
Exogenous Variable ◽  
Large Impact ◽  
Consumer Loyalty ◽  
Endogenous Variables

Marketing mix and customer satisfaction are two of the factors that are thought to be relatively large in influencing trust and have a large impact on loyalty. To prove the effect of each variable, this research was conducted with the aim to determine the effect of marketing mix, satisfaction and trust and its impact on loyalty. This research was conducted at Harvest City Housing by taking a sample of 100 consumers as research samples. The research used in this study is a causal type explanatory research that seeks to test the influence of variables in a structural model. The study was conducted by testing one exogenous variable and three endogenous variables. The research resulted in the findings of the model analysis results are feasible due to the influence of marketing mix, satisfaction and trust and their impact on consumer loyalty in the equation model 0.805 MM + 1-0.83 R2 = 0.17, 0.440 MM + 0.364 SC + error 0.89 R2 0.11 and 0.137 MM + 0.223 SC + 0.519 TR + error 0.82 R2 0.18 where: 1) The marketing mix affects satisfaction. 2) Marketing mix influences trust. 3). The marketing mix has no effect on loyalty. 4). Satisfaction does not affect Trust 5) Satisfaction does not affect loyalty. 6). Trust influences loyalty. Based on these findings, it is suggested to improve loyalty to improve the quality of the marketing mix, customer satisfaction and trust. Keywords : Marketing Mix, Satisfaction, Trust and Loyalty.

Sign in / Sign up

Export Citation Format

Share Document