PENGARUH BAURAN PEMASARAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN

Abstract

The purpose of this research is to find out the influence of marketing mix (product, price, place, promotion) and customer satisfaction to the customer loyalty at Cafe Pappa Roby. This research is a quantitative research.The sample collection technique has been carried out by using accidental sampling and the numbers of samples are 98 customers who come and purchase the products of Cafe Pappa Roby. The regression equation in this research is multiple linear regression which has been applied to test the influence of independent variables to the dependent variable.The result of goodness of fit test shows that marketing mix (product, price, place, promotion) and customer satisfaction are the explanatory variables of customer loyalty. The result of the hypothesis test shows that product has signifcant influence to the customer loyalty; price has significant influence to the customer loyalty, place has significant influence to the customer loyalty; place has significant influence to the customer loyalty; promotion has significant influence to the customer loyalty; customer satisfaction has significant influence to the customer loyalty. Product is the variable which has dominant influence to the customer loyalty.
Keywords:marketing mix, customer satisfaction, customer loyalty