PENGARUH Marketing Mix Strategies and Their Influence on Consumer Loyalty: A Quantitative Approach

Rahmawati, Arisky Af Idatul
Hapsari, Radhita Dwi Vata

Jurnal Kewirausahaan dan Inovasi
Vol. 4 No. 2 (2025)

This study aims to analyze the influence of the marketing mix consisting of promotion, price, product, and place on consumer loyalty at the Anik Frozen Food Purwodadi store. The population in this study uses Anik Frozen Food's Instagram followers, while 100 of them will be taken as a sample. The type of research used is quantitative. The sampling technique uses non-probability sampling by distributing online questionnaires. The analysis tool for data collection uses SPSS software version 25 with the Multiple Linear Regression analysis method of the Determination Coefficient (R2). The instrument tests used in this study are the Validity test and the Reliability test. The classical assumption tests in this study are the Normality test, the Multicollinearity test, and the Heteroscedasticity test. The data analysis test uses the F test and the t test.