IMPLEMENTASI BAURAN PEMASARAN PADA LOYALITAS PELANGGAN
(Studi Kasus Pelanggan Jamane Kopi di Pulo Gebang Jakarta Timur)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Yuliyani, Rima
Subject
Manajemen Pemasaran
Datestamp
2021-09-28 14:57:57
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk (X1), harga (X2), lokasi (X3) dan promosi (X4) terhadap loyalitas pelanggan Jamane Kopi di Pulo Gebang Jakarta Timur. Populasi dalam penelitian ini adalah pelanggan Jamane Kopi yang telah melakukan pembelian minimal 2 kali pada waktu yang berbeda. Metoda pengumpulan data menggunakan kuesioner dalam bentuk Google Form sebanyak 100 responden pelanggan Jamane Kopi. Metode analisis data adalah analisis statistik data deskriptif. Teknik pengambilan sampel dengan metode purpose sampling . Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji realibilitas dan uji regresi linier berganda, dengan menggunakan program SPSS v.25.0 for Windows. Simpulan dalam penelitian ini yaitu kualitas produk berpengaruh terhadap loyalitas pelanggan sedangkan harga, lokasi dan promosi tidak berpengaruh terhadap loyalitas pelanggan. Hasil secara bersama-sama variabel kualitas produk, harga, lokasi dan promosi berpengaruh terhadap loyalitas pelanggan pada Jamane Kopi. Kata Kunci : Kualitas Produk, Harga, Lokasi, Promosi, dan Loyalitas Pelanggan ABSTRACT The purpose of this study was to determine the influence of product quality (X1), price (X2), location (X3), and promotion (X4) on customer loyalty Jamane Kopi at Pulo Gebang East Jakarta. The population in this study are Jamane Kopi customers who have made purchases at least 2 times at different times. The data collection method used a questionnaire in the form of a Google Form as many as 100 Jamane Kopi customer respondents. The method of data analysis is a descriptive statistical analysis of data. The sampling technique was used with purpose sampling method. The data testing technique used in this research includes validity test, reliability test, and multiple linear regression test, using SPSS v.25.0 for Windows program. The conclusion in this study showed that product quality had an affects on customer loyalty, while price, location, and promotion did not affected on customer loyalty. The results together with the variables of product quality, price, location, and promotion had an effect on customer loyalty at Jamane Kopi. Keywords: Product Quality, Price , Location, Promotion and Customer Loyalty
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk (X1), harga (X2), lokasi (X3) dan promosi (X4) terhadap loyalitas pelanggan Jamane Kopi di Pulo Gebang Jakarta Timur. Populasi dalam penelitian ini adalah pelanggan Jamane Kopi yang telah melakukan pembelian minimal 2 kali pada waktu yang berbeda. Metoda pengumpulan data menggunakan kuesioner dalam bentuk Google Form sebanyak 100 responden pelanggan Jamane Kopi. Metode analisis data adalah analisis statistik data deskriptif. Teknik pengambilan sampel dengan metode purpose sampling . Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji realibilitas dan uji regresi linier berganda, dengan menggunakan program SPSS v.25.0 for Windows. Simpulan dalam penelitian ini yaitu kualitas produk berpengaruh terhadap loyalitas pelanggan sedangkan harga, lokasi dan promosi tidak berpengaruh terhadap loyalitas pelanggan. Hasil secara bersama-sama variabel kualitas produk, harga, lokasi dan promosi berpengaruh terhadap loyalitas pelanggan pada Jamane Kopi. Kata Kunci : Kualitas Produk, Harga, Lokasi, Promosi, dan Loyalitas Pelanggan ABSTRACT The purpose of this study was to determine the influence of product quality (X1), price (X2), location (X3), and promotion (X4) on customer loyalty Jamane Kopi at Pulo Gebang East Jakarta. The population in this study are Jamane Kopi customers who have made purchases at least 2 times at different times. The data collection method used a questionnaire in the form of a Google Form as many as 100 Jamane Kopi customer respondents. The method of data analysis is a descriptive statistical analysis of data. The sampling technique was used with purpose sampling method. The data testing technique used in this research includes validity test, reliability test, and multiple linear regression test, using SPSS v.25.0 for Windows program. The conclusion in this study showed that product quality had an affects on customer loyalty, while price, location, and promotion did not affected on customer loyalty. The results together with the variables of product quality, price, location, and promotion had an effect on customer loyalty at Jamane Kopi. Keywords: Product Quality, Price , Location, Promotion and Customer Loyalty
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