Pengaruh Bauran Pemasaran terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening

Aprileny, Imelda; Rizki, Devy Kartika; Emarawati, Jayanti Apri

doi:10.36406/jemi.v31i01.544

Cited by 3 publications

(3 citation statements)

References 1 publication

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“…So consumers do not consider the price factor to make return visits to local and franchise coffee shops. Research by Aprileny et al, (2022) also supports the results of this study that price has no significant effect on consumer loyalty. Fourth, the process variable (P7) shows a positive relationship and an insignificant effect.…”

Section: Model 2 (Consumer Motivation (Cm) Product (P1) Price (P2) Pr...supporting

confidence: 85%

The Effect of Motivation and Marketing Mix on the Visit Decision and Consumers Loyalty at the Coffee Shop

2023

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Pekanbaru is one of the cities in Indonesia where the number of new coffee shops increase year by year. Unfortunately, beside those new coffee shops, there are also many old coffee shops cannot maintain their business and finally closed. Thus, this research aimed to analyze the effect of consumers motivation and marketing mix (7P) on visit decisions and consumers loyalty at coffee shops in Pekanbaru. This research used a quantitative method with 207 respondents. The data processing and analysis techniques consist of validity and reliability tests, descriptive analysis (consumers characteristics and visit decisions), and linear regression analysis (classical assumption test, linear regression equation, partial test, simultaneous test, and coefficient of determination test). This research showed that consumers motivation, product, promotion, people, physical evidence, and process partially have a positive and significant effect on visit decisions. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a positive and significant effect on visit decisions. The consumers motivation, product, physical evidence, and process partially have a positive and significant effect on consumers loyalty. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a significant effect on consumers loyalty. The decision to visit has a positive and significant effect on consumers loyalty. Keywords: coffee shop, consumers loyalty, consumers motivation, marketing mix, visit decision

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Section: Model 2 (Consumer Motivation (Cm) Product (P1) Price (P2) Pr...supporting

confidence: 85%

The Effect of Motivation and Marketing Mix on the Visit Decision and Consumers Loyalty at the Coffee Shop

2023

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“…This is in line with the opinion of Tjiptono (2012), who stated that satisfaction is a situation where customers realize that their needs and desires are as expected and well fulfilled, and Griffin ( 2003), who states that repeated purchases have a significant effect on consumer loyalty. Aprileny et al (2022) stated that customer satisfaction has a significant influence on customer loyalty.…”

Section: Implication Managerialmentioning

confidence: 99%

The Influence of Marketing Mix on Customers Satisfaction and Loyalty at Tirtania Waterpark Bogor

Ikramudin,

Saptono,

Jahroh

2023

brcs

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Covid-19 has caused several tourist objects to experience a decrease in visits, sales, and temporary closure due to the lockdown policy. Tirtania Waterpark is a water tourism object providing services for water recreation rides and family entertainment venues experiencing a decline in visits. Therefore, this research aims to analyze the effect of the marketing mix which consists of 4C, namely co-creation, currency, communal activation, and conversation variables on visitor satisfaction and loyalty at Tirtania Waterpark. This research is a case study with a sample of 126 people who are visitors of Tirtania Waterpark. The sampling method in this study was purposive sampling using questionnaires distributed to Tirtania Waterpark visitors. This study used the Structural Equation Model (SEM) method to perform data analysis. The results of the study show that all the marketing mix 4C variables used affect the satisfaction of visitors to Tirtania Waterpark, satisfaction variable has a significant effect on consumer loyalty which is reflected by the willingness of consumers to make repeat visits. Several recommendations to increase Tirtania Waterpark customer loyalty are conducting regular surveys of visitors, dynamic pricing, adding options in purchasing tickets, conducting promotions through other parties, and implementing good relationship management.

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“…Pelanggan dan calon pelanggan tidak percaya lagi untuk berkunjung pada perusahaan kita dan akan beralih ke perusahaan lain yang lebih terpercaya. Hal tersebut sejalan penelitian Winata, (2020), Aprileny et al, (2022) dan Julungan, dkk, (2022)Oleh karena itu bauran pemasaran dianggap sebagai salah satu unsur strategi yang paling potensial di dalam memasarkan produk. Upaya-upaya untuk memuaskan kebutuhan konsumen dilakukan oleh setiap perusahaan dengan berbagai strategi dan cara dengan harapan konsumen merasa puas dan akan melakukan pembelian ulang.…”

Section: Pengaruh Bauran Pemasaran Jasa Terhadap Loyalitas Konsumenunclassified

Tingkat Bauran Pemasaran Expedisi JNE Dalam Meningkatkan Keunggulan Bersaing Melalui Loyaitas Konsumen di Kecamatan Panai Hulu

Suci Yulianingsih,

Ade Parlaungan Nasution,

Fauziah Hanum

2023

jtear

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This study aims to determine the effect of marketing mix mediated by consumer loyalty on competitive advantage, both direct and indirect influences. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. This study used a sample of 100 respondents, these respondents were individuals who had used services from JNE Panai Hulu District at least 2 times use, were over or equal to 17 years old, and were decision makers. By using non-probability sampling techniques. The hypothesis test is performed with the T test and the Sobel test. Data analysis using Partial Least Square (PLS) and assisted by SmartPLS 3.0 software to facilitate research From the results of this test, it can be concluded that the marketing mix variable has a positive and significant effect on the competitive advantage of JNE Panai Hulu District.

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Pengaruh Bauran Pemasaran terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening

Cited by 3 publications

References 1 publication

The Effect of Motivation and Marketing Mix on the Visit Decision and Consumers Loyalty at the Coffee Shop

The Effect of Motivation and Marketing Mix on the Visit Decision and Consumers Loyalty at the Coffee Shop

The Influence of Marketing Mix on Customers Satisfaction and Loyalty at Tirtania Waterpark Bogor

Tingkat Bauran Pemasaran Expedisi JNE Dalam Meningkatkan Keunggulan Bersaing Melalui Loyaitas Konsumen di Kecamatan Panai Hulu

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