Pengaruh Dimensi Marketing Mix terhadap Loyalitas Pelanggan pada Home Industry Saus Ryan Jaya di Kabupaten Lumajang

Abstract

Marketing strategies linked to the results achieved by companies to creat
customer loyalty. Review of previous studies shows that marketing
strategies can be achieved with the application of proper marketing
programs, created by observing the dimensions of marketing mix. The find
then directed this researcher in providing empirical evidence related to the
variable influence of product, price, place, promotion, and customer loyalty.
The data wanted in this study is obtained through interviews using
questionnaires. The data obtained was analyzed by using a multiple linier
regression test indicating that product, price and place have proven to have
a positive effect on customer loyalty where as promotion has a negative
impact on customer loyalty. The result of this study shows that price
variables affect customer loyalty, whereas product variables, place, and
promotion has a negative impact on customer loyalty no effect on customer
loyalty. Simultaneously marketing mix which includes, variabel products,
price, place, and promotion not significant impact on sustomer loyalty. The
result of this research proves that to maintain customer loyalty, price
stability is required to match customer expectations. In addition, creativity
is needed to improve the quality of product, product distribution, and the
creation of product promotions.