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Marsha Magdalena Montolalu
universitas Sam Ratulangi Manado

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Pengaruh Strategi Bauran Pemasaran Terhadap Loyalitas Pelanggan Pada Alluree Coffee Manado Marsha Magdalena Montolalu; Riane Johnly Pio; Danny D. S. Mukuan
Productivity Vol 6 No 4 (2025): Desember 2025
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v6i4.61094

Abstract

This study aims to analyze the influence of marketing mix strategies, consisting of product, price, promotion, and place, on customer loyalty at Alluree Coffee Manado. The research employed a quantitative approach using multiple linear regression analysis. The findings indicate that, partially, product and promotion have a significant effect on customer loyalty, whereas price and place do not show a significant impact. However, the four marketing mix elements jointly have a significant influence on customer loyalty. These results highlight that product quality and effective promotional activities are the key determinants of customer loyalty, while the other elements serve as supporting components in an integrated marketing strategy. The study suggests that Alluree Coffee's management should prioritize improving product quality and enhancing promotional creativity to strengthen customer loyalty.
Co-Authors Danny D. S. Mukuan Riane Johnly Pio