Pratama, Bima Yuanto (2023) Pengaruh Bauran Pemasaran Terhadap Kepuasan dan Loyalitas Pelanggan Sayuran Hidroponik Adizaya Hidroponik Kota Kediri Jawa Timur. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In general, loyal customers are customers who are satisfied with the products they buy. This study aims to identify the marketing mix, customer satisfaction and loyalty at Adizaya Hidroponik, and to analyze the influence of the 7p marketing mix on customer satisfaction and loyalty of hydroponic vegetables at Adizaya Hidroponik. The method of determining the sample using accidental sampling with a total of 62 respondents. The first and second objectives were analyzed using descriptive analysis, while the third objective was analyzed using SEM-PLS. The results showed that the marketing mix implemented by Adizaya hydroponics was good, even though several variables needed to be improved. Adizaya hydroponic customer satisfaction and loyalty are good, as evidenced by the average respondent's answers for each indicator in the good category. People and process variables have a significant effect on customer satisfaction and loyalty. Product, price, people, process, promotion, and customer satisfaction variables have a significant effect on customer loyalty. The customer satisfaction variable mediates the relationship between people and process variables on customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Bima Yuanto Pratama | ||||||||||||
| Date Deposited: | 01 Aug 2023 04:21 | ||||||||||||
| Last Modified: | 01 Aug 2023 04:21 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16623 |
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