Ratnawati, Ema (2023) Pengaruh Bauran Pemasaran terhadap Kepuasan dan Loyalitas Konsumen (Studi Kasus Kecap Cap Jeruk Pecel Tulen di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Kecap cap Jeruk Pecel Tulen is a local soy sauce product typical of Surabaya City which has been established since 1937. The high level of competition in the soy sauce industry has caused a decrease in production and sales volume. The 4P marketing mix is an important tool for planning, implementing, and managing effective marketing strategies in the face of competition. The purpose of this study is to analyze the effect of the 4P marketing mix (product, place, price, and promotion) on customer satisfaction, and analyze the effect of customer satisfaction on consumer loyalty for soy sauce cap Jeruk Pecel Tulen. A sample of 100 consumers, determined purposively and analyzed using SEM-PLS. The results showed that the 4P marketing mix variables have a positive relationship with customer satisfaction, but not all of them have a significant effect. The variables of product and price have a positive and significant effect on satisfaction, while the variables of place and promotion do not have a significant effect on the satisfaction of consumers of kecap cap Jeruk Pecel Tulen. Satisfaction has a positive and significant effect on consumer loyalty for kecap cap Jeruk Pecel Tulen. Keywords: marketing mix, satisfaction, loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | EMA RATNAWATI | ||||||||||||
| Date Deposited: | 13 Nov 2023 03:28 | ||||||||||||
| Last Modified: | 13 Nov 2023 03:28 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18681 |
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