PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN

Syaiful Badawi, Widodo Ismanto

Abstract


Kegiatan pemasaran sangat dipengaruhi 4 (empat) faktor yang sering dinyatakan dengan marketing mix atau bauran pemasaran. Marketing mix merupakan campuran (mix) yakni interaksi dari empat hal, yaitu produk (product), harga (price), promosi (promotion) dan distribusi. Masing masing variabel tersebut berinteraksi satu sama lain guna menciptakan suatu permintaan terhadap barang atau jasa yang ditawarkan sehingga diharapkan dapat mewujudkan loyalitas konsumen. Penelitian ini dilakukan untuk menganalisis pengaruh marketing mix terhadap loyalitas konsumen suplemen impor dari USA di Kabupaten Bantul. Sampel yang diambil dalam penelitian ini sebanyak 100 responden dengan menggunakan metode convenience sampling. Hasil dari penelitian ini menunjukkan bahwa secara simultan (bersama-sama) terdapat pengaruh marketing mix yang terdiri antara produk, harga, promosi, dan distribusi terhadap loyalitas konsumen suplemen impor dari USA di Kabupaten Bantul, dan secara parsial variable produk, harga, promosi, dan distribusi berpengaruh terhadap loyalitas konsumen suplemen impor dari USA di Kabupaten Bantul.


Keywords


Marketing Mix, Loyalitas Konsumen

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DOI: https://doi.org/10.33373/jmob.v1i3.3741

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