PENGARUH PRODUK, HARGA, LOKASI DAN PROMOSI TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN

Abstract

This research is meant to find out and test the influence of variables i.e. product, price, place and
promotion to the satisfaction and the loyalty of the customer at Baskin Robbins Golden City Mall
Branch Surabaya.The population of this research has been selected by applying non-probability
sampling technique and incidental sampling technique i.e. the customer of Baskin Robbins Golden
City Mall Branch Surabaya and the number of samples are 60 respondents. The data analysis
technique has been done by using path analysis. The result of the goodness of fit (F test) shows that
the research model is feasible. The result of partial hypothesis test (t test) shows that the product has
positive influence to the satisfaction; price has positive influence to the satisfaction; place has positive
influence to the satisfaction; promotion has positive influence to the satisfaction and satisfaction has
positive influence to the loyalty. Meanwhile, the result of hypothesis test shows the direct and indirect
influences among product, price, place and promotion to the loyalty with the satisfaction as the
intervening variable shows that all correlation has significant and positive influence. The satisfaction
as the intervening variable can enlarge the total influence to the customer loyalty.

Keywords:marketing mix, satisfaction and loyalty.