Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Juliana Hanna Rubby Mangangkung
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Strategi Pemasaran terhadap Persepsi dan Loyalitas Konsumen BBM Non-Subsidi Jenis Pertamax pada SPBU Malalayang Pertamina Kota Manado Juliana Hanna Rubby Mangangkung; Willem Gilbert Pomantow; Friska Jutresia Papia; Efendy Rasjid
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 5 (2026): September: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i5.2738

Abstract

This study aims to analyze the effect of marketing strategy (7P marketing mix) on consumer perception and consumer loyalty, as well as to examine the role of consumer perception in mediating the effect of marketing strategy on consumer loyalty among users of non-subsidized Pertamax fuel at Pertamina Malalayang Gas Station, Manado City. The research methodology applied is quantitative explanatory. Sampling was conducted using a non-probability sampling approach with a purposive sampling method, gathering data through questionnaires from 60 respondents who consume Pertamax at Malalayang Gas Station. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) via SmartPLS 4 software. The findings reveal that: (1) Marketing Strategy has a positive and significant effect on Consumer Perception (; ; ); (2) Consumer Perception has a positive and significant effect on Consumer Loyalty (; ; ); (3) Marketing Strategy has a positive and significant direct effect on Consumer Loyalty (; ; ); and (4) Consumer Perception significantly acts as a partial mediator in the relationship between Marketing Strategy and Consumer Loyalty (; ; ). Practical implications emphasize the importance of improving physical evidence, strengthening product value education, and optimizing service quality to enhance customer retention.
Co-Authors Efendy Rasjid Friska Jutresia Papia Willem Gilbert Pomantow