Ariyanti, Shintia (2022) STRATEGI BAURAN PEMASARAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI DI RM. UDA DENAI. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan tidak langsung variabel produk, harga, saluran distribusi dan promosi terhadap loyalitas pelanggan dengan kepuasan sebagai variabel mediasi di Rm.Uda Denai. Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur dengan skala likert. teknik pengumpulan data yang dilakukan dengan memberi serangkaian pernyataan diberikan kepada responden melalui google form. teknik pengumpulan sampel menggunakan metode purposive sampling dengan menggunakan rumus moe dengan jumlah sampel sebanyak 97 responden. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan pendekatan kuantitatif. Teknik pengumpulan data menggunakan kuesioner yang telah di uji validitas dan reliabilitasnya. Analisis yang digunakan adalah SEM PLS dengan menggunakan software SmartPLS 3.3.3. Hasil penelitian menunjukkan bahwa produk, dan harga, tidak berpengaruh langsung dan signifikan terhadap kepuasan pelanggan sedangkan saluran distribusi dan promosi berpengaruh langsung dan signifikan terhadap kepuasan pelanggan. Produk dan harga tidak berpengaruh langsung dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. sedangkan saluran distribusi dan promosi berpengaruh langsung dan signifikan terhadap loyalitas melalui kepuasan pelanggan. Kata kunci : strategi bauran pemasaran, loyalitas pelanggan, kepuasan pelanggan. This study aims to determine the direct and indirect effects of product, price, distribution channel and promotion variables on customer loyalty with satisfaction as a mediating variable at Rm.Uda Denai. The method used is the method of collecting data using a questionnaire which is measured by a Likert scale. data collection techniques carried out by giving a series of statements were given to respondents through the google form. the sample collection technique uses a purposive sampling method using the moe formula with a total sample of 97 respondents. The strategy used in this study is an associative strategy with a quantitative approach. The data collection technique uses a questionnaire that has been tested for validity and reliability. The analysis used is PLS SEM using SmartPLS 3.3.3 software. The results showed that product and price did not have a direct and significant effect on customer satisfaction, while distribution and promotion channels had a direct and significant effect on customer satisfaction. Products and prices have no direct and significant effect on customer loyalty through customer satisfaction. while the distribution and promotion channels have a direct and significant effect on loyalty through customer satisfaction. Keywords: marketing mix strategy, customer loyalty, customer satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | shintia ariyanti | ||||||||
| Date Deposited: | 19 Dec 2022 06:21 | ||||||||
| Last Modified: | 19 Dec 2022 06:21 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7377 |
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