<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap loyalitas pelanggan di PT. Jambi Permata Tour dan Travel. Populasi penelitian ini adalah seluruh pelanggan yang melakukan pembelian berulang-ulang pada PT. Jambi Permata Tour dan Travel. Pengambilan sampel berdasarkan simple random sampling. Analisis data yang digunakan adalah analisa jalur. Hasil penelitian menunjukkan bahwa produk, harga, karyawan, dan proses berpengaruh signifikan terhadap loyalitas pelanggan, tempat tidak berpengaruh signifikan terhadap loyalitas pelanggan, promosi dan sarana fisik tidak berpengaruh signifikan terhadap loyalitas pelanggan pada PT Jambi Permata Tour dan Travel. This study aims to analyze the effect of the marketing mix on customer loyalty at PT. Jambi Permata Tour and Travel. The population of this study were all customers who made repeated purchases at PT. Jambi Permata Tour and Travel. Sampling was based on simple random sampling. Analysis of the data used is path analysis. The results showed that product, price, employee, and process had a significant effect on customer loyalty, place had no significant effect on customer loyalty, promotion and physical facilities had no significant effect on customer loyalty at PT Jambi Permata Tour and Travel.]]>
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