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All Journal Cirebon International Journal of Economics and Business
Layaman Layaman
Islamic Economics, Faculty of Islamic Economics & Business, IAIN Syekh Nurjati Cirebon
Economics, Econometrics & Finance

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The Effect of Marketing Mix on Consumer Loyalty at Alfamart Lengkong Sarah Fadila; Layaman Layaman
Cirebon International Journal of Economics and Business Vol. 1 No. 1 (2023): April 2023
Publisher : Faculty of Islamic Economics and Business IAIN Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/cijeb.v1i1.5

Abstract

The marketing mix refers to a series of actions or strategies used by a company consisting of product, price, promotion and place to build and market products to customers and them determine the level of marketing succes to get the desired response from the target market. Consumer loyalty is the result of companies offering benefits to customers so that they make repeat purchases or continue to make more purchases. The purpose of this study was to determine wheter the marketing mix includes product, price, promotion and place has an effect on consumer loyalty at Alfamart Lengkong, Sindangwangi – Majalengka. The sampling method for this survey used accidental sampling, all consumers of Alfamart Lengkong were found radomly and met the requirements as respondents, and the analytical method was used multiple linear regression analysis. The result of this study indicate that product, promotion and place partially have a significant effect on consumer loyalty while price has no significant effect. The variabels of product, price, promotion and place simultaneously have a significant effect on consumer loyalty. Given the weak effect of price on consumer loyalty, management must pay attention in the company’s marketing plan.
Factors Affecting the Revenue of Furniture Companies in Majalengka Dede Komariah; Syaeful Bakhri; Layaman Layaman
Cirebon International Journal of Economics and Business Vol. 1 No. 2 (2023): October 2023
Publisher : Faculty of Islamic Economics and Business IAIN Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/cijeb.v1i2.13

Abstract

The furniture industry in Cigasong District, Majalengka Regency, is a pivotal force in the local economy. However, sustained growth and prosperity for bothowners and employees rely heavily on consistent business income. This study, therefore, investigates the individual and collective factors influencing the incomeof furniture companies in Cigasong District.Employing a quantitative approach with saturation sampling (n = 59), the study analyzes data from questionnaires administered to company owners and employees. Results reveal that working capital, labor, and raw materials all significantly impact income. T-tests and anF-test confirm individual and joint significance of these factors. These findings suggest that strategic efforts aimed at optimizing working capital, labor management, and raw material utilization can contribute to enhanced financial stability and growth for furniture companies in Cigasong District.
Co-Authors Bakhri, Syaeful Dede Komariah Sarah Fadila