Pengaruh Bauran Pemasaran dan Citra Merek terhadap Loyalitas Pelanggan Rokok Surya di Kecamatan Jatiroto

Abstract

The concept of the marketing mix is full of product marketing needed to get
financial results on the other hand the products of a company must be owned
as the identity of a product. If the product already has a brand and is wellknown, it will create customer loyalty. The purpose of this study was to
determine the effect of the marketing mix and brand image on customer
loyalty both partially and simultaneously. This research method uses
multiple linear regression analysis techniques. In this study a test involving
60 solar cigarette resellers in Jatiroto Subdistrict was conducted as a
respondent. The conclusion of this study states that there is an effect of the
marketing mix and brand image on the loyalty of solar cigarette customers
in Jatiroto District simultaneously or partially. With the coefficient of
determination obtained at 0.281 which shows that 28.1% of the loyalty of
solar cigarette customers in the District of Jatiroto, while the remaining
71.9% customer loyalty is influenced by other variables not examined in this
study.