PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN

Abstract

This research is meant to find out the influence of product, price, promotion and place to the costumer
loyalty through costumers satisfaction at Surabaya Delta Plaza Matahari Department Store.
Sampling technique is a method nonprobability sampling. and 100 respondents have been selected as
samples by using incindental sampling. The data collection has been done by using questionnaire
method and the data analysis method has been done by using path analysis. The population is all level
of people who have ever shopped at Surabaya Delta Plaza Matahari Department Store and the number
of the population is unknown.
Is known thatproduct has direct influence to the customer loyalty, price
has direct influence to the customer loyalty, promotion has direct influence to the customer loyalty,
place has direct influence to the customer loyalty, product has indirect influence to the customer
loyalty through customer satisfaction, price does not have any indirect influence to the customer
loyalty through customer satisfaction, promotion does not have any indirect influence to the customer
loyalty through customer satisfaction,
andplace does not have any indirect influence to the to
customer loyalty through customer satisfaction.

Keywords: marketing mix, customer loyalty and satisfaction.