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All Journal KELOLA
Nuryati Nuryati
STIE Adi Unggul Bhirawa
Decision Sciences, Operations Research & Management

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Strategi Bauran Pemasaran Dalam Meningkatkan Loyalitas Pelanggan Batik Keris Surakarta Imra’atul Ma’rifah; Hariyanti Hariyanti; Nuryati Nuryati
KELOLA Vol 8, No 1 (2021): July
Publisher : STIE AUB Surakarta

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Abstract

Tujuan penelitian ini untuk menganalisis pengaruh produk, harga, tempat, dan promosi terhadap loyalitas pelanggan Batik Keris Surakarta. Penelitian ini bersifat kuantitatif. Metode penelitian yang digunakan adalah survei dengan jumlah sampel 100 responden, data diperoleh dengan menyebarkan kuesioner kepada pelanggan Batik Keris Surakarta. Teknik analisis data yang digunakan adalah regresi linier berganda, uji t dan uji F, dan uji determinasi. Hasil penelitian menunjukkan secara parsial produk dan promosi berpengaruh positif dan signifikan terhadap loyalitas pelanggan, sedangkan secara parsial tempat dan harga berpengaruh tidak signifikan terhadap loyalitas pelanggan. Produk, tempat, promosi, dan harga secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Batik Keris Surakarta. Sedangkan variabel promosi paling dominan. Uji determinasi diperoleh nilai 0,408, dan loyalitas pelanggan dapat dipercaya oleh variabel penelitian ini sebesar 40,8% dan sisanya oleh variabel lain di luar variabel yang diteliti.
INCREASE IN PURCHASING SWCISIONS FOR NEXIAN PHONE THROUGH PRICE, PRODUCT QUALITY AND EASE OF USE ONLINE AT THE LAZADA SITE (Case Study Of STIE AUB Surakarta Students) Nuryati Nuryati; Afifka Nur’ Aini
KELOLA Vol 6, No 1 (2019): July
Publisher : STIE AUB Surakarta

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The purpose of this study was to determine the effect of price, product quality and ease of purchasing decisions on Nexian mobile at the Lazada site (Study on STIE-AUB Surakarta students). This study uses a qualitative approach. The population in this study was 376 people. The sampling technique used is Accidental Sampling. The samples taken in this study were 25% of the total population, so the sample in this study was 100 people. The data analysis technique used is multiple linear regression. The results showed that product quality had a positive and significant effect on the purchasing decisions of the Nexian mobile online at the Lazada site, the price and convenience had a positive and insignificant effect on the purchasing decision for the Nexian mobile online at the Lazada site. Simultaneously the price variable, product quality and convenience together influence the purchasing decision. The ability of price variables, product quality and ease in influencing purchasing decisions as shown in Adjusted R Square is 58.4% while the remaining 41.6% is influenced by other factors not included in research models such as promotion, service quality, brand image, product reviews, and trust.
Co-Authors Afifka Nur’ Aini Hariyanti Hariyanti Imra’atul Ma’rifah