PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN KERUPUK IKAN "TAMORA" DI PACITAN

NINGSIH, ALFIA (2023) PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN KERUPUK IKAN "TAMORA" DI PACITAN. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

This study aims to determine the effect of Marketing Mix (product, price, place, and promotion) on Consumer Loyalty of "Tamora" Fish Crackers in Pacitan. The sample in this study were 95 people who met the criteria determined by the researcher. The testing phase used includes instrument testing, coefficient of determination testing, and hypothesis testing. The analysis used in this study is multiple linear regression analysis. The results of this study indicate that: (1) Product has a significant positive effect on customer loyalty, (2) Price has a significant positive effect on customer loyalty, (3) Place has a significant positive effect on customer loyalty, (4) Promotion has a significant positive effect on customer loyalty, (5) Marketing Mix has a significant positive effect on consumer loyalty Keywords: marketing mix, consumer loyalty

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: Kata kunci : marketing mix, loyalitas konsumen
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Faculty of Economic
Depositing User: fe . userfe
Date Deposited: 15 Mar 2023 04:31
Last Modified: 15 Mar 2023 04:31
URI: http://eprints.umpo.ac.id/id/eprint/11179

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