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Yusy Iralisa
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Pengaruh Marketing MIX (Produk, Harga, Lokasi dan Promosi) Terhadap Loyalitas Pelanggan Yusy Iralisa; Yon Rizal; Tedi Rusman
JEE (Jurnal Edukasi Ekobis) Vol 5, No 2 (2017): JEE (Jurnal Edukasi Ekobis)
Publisher : FKIP Unila

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Abstract

The purpose of this studys to determine the used in this study was effect of product, price, location and promotion on customer loyalty. Sampling descriptive method approach verification ex post facto and surveys. Accidental sampling usedformula of Roscoe obtained a sample of 75 respondents. Data were collected through questionnaires processed by linier regression analysis and multiple regression analysis. Based on the result were no effect of the product, price, location and promotion on customer loyalty to the Dunkin Donuts Bandar Lampung. Tujuan penelitian ini untuk mengetahui pengaruh produk, harga, lokasi dan promosi terhadap loyalitas pelanggan. Pengambilan sampel menggunakan metode deskriptif verifikatif dengan pendekatan expost facto dan survey. Teknik pengambilan sampel yaitu accidental sampling dengan menggunakan rumus dari Roscoe didapat sampel sebanyak 75 responden. Data yang terkumpul melalui angket diolah dengan analisis regresi linier dan analisis regresi multiple. Berdasarkan analisis data diperoleh hasil bahwa ada pengaruh produk, harga, lokasi dan promosi terhadap loyalitas pelanggan pada Dunkin Donuts Bandar Lampung. Kata kunci: harga, lokasi, loyalitas pelanggan, produk, promosi
Co-Authors Tedi Rusman Yon Rizal