Strategi Pemasaran Untuk Meningkatkan Kepuasan Dan Loyalitas Konsumen (Studi Kasus: Merchindo Global)

Muhammad, Fadli and -, Dr. Suranto, ST, MM (2020) Strategi Pemasaran Untuk Meningkatkan Kepuasan Dan Loyalitas Konsumen (Studi Kasus: Merchindo Global). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is (1) Analyzing the factor of the 7P marketing mix dimensions to increase customer satisfaction and loyalty to develop the business, (2) Providing advice on 7P marketing mix factors that influence customer satisfaction and loyalty as recommendations to increase costumer satisfaction and loyalty. This research is expected to be useful for the managerial in determining the decision on marketing strategy based on marketing mix factors to increase customer satisfaction and loyalty better and as reference for those who need it. This research was conducted at Merchindo, a business entity engaged in apparel or apparel convection. The population of the object to be examined is the Merchindo consumer, and the sample used is the consumer who has visited Merchindo directly. Research data collection using 100 respondent data taken using purposive sampling method with certain considerations to achieve research objectives. The method of research analysis using Structural Equation Modeling (SEM) identifies factors or constructs that influence customer satisfaction and loyalty. The results found that all exogenous variables or each constructs that includes product, price, promotion, place, people, process, and physical have positive influence on customer satisfaction and loyalty, but the variables that have significant influence are product, promotion, people, and process. While the variable that has the most significant influence is the product variable with a coefficient value of 0.378 for satisfaction and 0.279 for loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Clothing Maker, Marketing Mix, Kepuasan, Loyalitas, SEM PLS
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management Q Science > Q Science (General)
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	FADLI MUHAMMAD
Date Deposited:	15 Jul 2020 01:34
Last Modified:	15 Jul 2020 03:44
URI:	http://eprints.ums.ac.id/id/eprint/83391

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