The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

Pourdehghan, Adel

doi:10.33844/mbr.2015.60184

Cited by 24 publications

(30 citation statements)

References 37 publications

(49 reference statements)

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“…Informative catalogs, interesting samples, testimonials from previous projects, periodic supervision and gathering do not affect consumer loyalty. This result is not comparable to what has been done by Pourdehghan (2015), in his research that one of the positive effects on loyalty is promotional activities. This is based on the products sold to the project prioritizing the product, price and reference aspects of the previous project.…”

Section: The Relationships Between Promotion and Loyaltycontrasting

confidence: 99%

The effect of marketing mix and brand image on customer loyalty of remixed mortar

Simanjuntak

Sumarwan

Situmorang

2020

Ind. Jour. Manag. & Prod.

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The study aimed to analyze the effect of the marketing mix (product, price, location, promotion, service, human resources, and physical evidence) and brand image of premixed mortar customer loyalty. A total of 100 questionnaire surveys have been distributed to customers in greater Jakarta area who became a decision-maker in a high rise building project. Based on the analysis of the effect of the marketing mix and brand image on premixed mortar loyalty, it can be concluded that product, price, process, and brand image significantly affects loyalty. The variable that has the most significant effect is the price, followed by the product, process and brand image.

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Section: The Relationships Between Promotion and Loyaltycontrasting

confidence: 99%

The effect of marketing mix and brand image on customer loyalty of remixed mortar

Simanjuntak

Sumarwan

Situmorang

2020

Ind. Jour. Manag. & Prod.

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“…Promotion aims to establish relationship with customers to inform customers or affect customers' attitude (Pourdehghan, 2015). Attractive promotion can bring customers being interested in the offered products.…”

Section: The Linkage Among Promotion Customer Satisfaction and Customentioning

confidence: 99%

Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products

Sudari¹,

Tarofder²,

Khatibi³

et al. 2019

10.5267/j.msl

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The purpose of this paper is to analyze the effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products of SMEs in Malaysia. The method of collecting data is by using questionnaire and a sample of 300 customers is used for data gathering. Path analysis and Sobel test are used in analyzing the data. The finding shows that product, promotion, place and price have positive effects on customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place and price give contribution to customer satisfaction about 68.9% while the rest is affected by other variables which are not included in this research. Moreover, customer satisfaction has a positive effect on customer loyalty. The finding also shows that product, promotion, place and price had positive effects on customer loyalty through customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place, price and customer satisfaction influence on customer loyalty about 61.7%.

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“…Berbagai penelitian terdahulu mengungkapkan bahwa loyalitas pengguna smartphone merupakan konsekuensi dari kepuasan merek (Sahin et al, 2011;Kassim et al, 2014;Mehmood & Shafiq, 2015;Pourdehghan, 2015;Goh, 2016, Dunuwille & Pathmini, 2016Fazal & Kanwal, 2017;Moreira et al, 2017), brand experience (Sahin et al, 2011;Nagar & Bendary, 2017), dan brand image (Durrani et al, 2015;Mehmood & Shafiq, 2015). Selain berfungsi sebagai anteseden loyalitas, penelitian terdahulu juga mengungkapkan bahwa kepuasan merek merupakan konsekuensi brand experience (Sahin et al, 2011;Moreira et al, 2017), dan brand image (Dunuwille & Pathmini, 2016…”

Section: Pendahuluanunclassified

“…Kepuasan didefinisikan sebagai perasaan senang atau kecewa individu yang berasal dari perbandingan antara persepsi terhadap kinerja (atau hasil) dengan harapan-harapannya terhadap produk (Kotler & Keller, 2016:153). Berbagai penelitian terdahulu mengungkapkan bahwa loyalitas pengguna smartphone merupakan konsekuensi dari kepuasan merek (Sahin et al, 2011;Kassim et al, 2014;Mehmood & Shafiq, 2015;Pourdehghan, 2015;Goh, 2016, Dunuwille & Pathmini, 2016Fazal & Kanwal, 2017;Moreira et al, 2017…”

Section: Brand Satisfactionunclassified

Hubungan Brand Experience, Brand Image, Brand Satisfaction, Dan Brand Loyalty Dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone Di Tarakan)

Rahmat

Marso

2020

pemasaran

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Penelitian ini dilakukan untuk menguji pengaruh langsung brand experience terhadap brand image, brand satisfaction, dan brand loyalty. Populasi penelitian ini adalah mahasiswa di Tarakan. Sampel penelitian ini terdiri dari 128 responden yang ditarik dengan metode nonprobability sampling. Software yang digunakan untuk menguji validitas dan reliabilitas instrumen serta menguji hipotesis penelitian ini adalah SmartPLS 3.0 Professional. Hasil penelitian ini menunjukkan bahwa brand experience berpengaruh langsung secara positif dan signifikan terhadap brand image, pengaruh langsung brand experience terhadap brand satisfaction tidak signifikan, pengaruh langsung brand experience terhadap brand loyalty tidak signifikan, brand image berpengaruh langsung secara positif dan signifikan terhadap brand satisfaction, pengaruh langsung brand image terhadap brand loyalty tidak signifikan, dan brand satisfaction berpengaruh langsung secara positif dan signifikan terhadap Brandloyalty. Selain membahas hasil pengujian pengaruh langsung, peran brand image dan brand satisfaction sebagai variabel mediator juga dibahas dalam penelitian ini. Secara teoritis, hasil penelitian ini berkontribusi dalam pengembangan anteseden loyalitas pelanggan; sedangkan secara pragmatis, temuan penelitian ini dapat bermanfaat sebagai bahan dalam merumuskan strategi untuk meningkatkan loyalitas pengguna Smartphone

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The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

Cited by 24 publications

References 37 publications

The effect of marketing mix and brand image on customer loyalty of remixed mortar

The effect of marketing mix and brand image on customer loyalty of remixed mortar

Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products

Hubungan Brand Experience, Brand Image, Brand Satisfaction, Dan Brand Loyalty Dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone Di Tarakan)

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