Pengaruh bauran pemasaran jasa terhadap loyalitas pelanggan
Keywords:
Service marketing mix, Customer loyalty, ConsumerAbstract
The current development of the business world is very dynamic and challenging, especially the development of the service industry sector, which is experiencing major challenges at this time. The increase in star-rated hotel occupancy in the city of Bandung has increased sharply. This study aims to determine consumer responses to the Marketing Mix and the magnitude of influence of the Marketing Mix on Customer Loyalty. The method used in this research is descriptive, which includes factor analysis, reliability, descriptive statistics, correlations, and regression. Direct data was obtained by distributing questionnaires to 150 hotel customer respondents. From the research results, it is known that the respondents' response that the Service Marketing Mix is one of the variables that can influence customer loyalty
References
Alma, B. (2007). Manajemen Pemasaran dan Pemasaran Jasa. Edisi Revisi. Cetakan Ketujuh. Bandung: Penerbit Alfabeta.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 5(1), 13-25.
Bendixen, M., Bukasa, K. A., & Abratt, R. (2004) Brand Equity in The Business-to- Business Market. Industrial Marketing Management, 33(5), 371-380.
Cheng, P. L., & Chieng, M. H. (2006). Building Consumer-Brand Relationship: A crosscultural Experiental View. Psychology & Marketing, 23(11), 927-959.
Cry, D., Head, M., & Ivanov, A. (2006). Design Aesthetics Leading to m-Loyalty in Mobile Commerce. Information &Management, 43(8), 950-963.
Davis, F. D. (2003). Perceived Usefulness, Perceived Ease Of Use, and User Acceptance of Information Technology. MIS Quartely, 13(3), 319-339.
Hair, Joseph F, & Fredy, T. (2006). Multivariate Data Analysis. New Jersey: Prentice Hall Inc.
Konecnik, M., & Gartner, W. (2007). Customer-Based Brand Equity For A Destination. Annals of Tourism Research, 54(2), 400-421.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Edisi Ketigabelas. Jilid I dan II. Jakarta: PT. Indeks.
Kotler, P., & Armstrong, G. (2008). Dasar-Dasar Pemasaran. Edisi Keduabelas. Jilid 1. Jakarta: Penerbit Erlangga.
Kotler, P. (2000). Manajemen Pemasaran. Edisi Milenium. Jakarta: PT. Indeks.
Lovelock, & Wright. (2007). Manajemen Pemasaran. Edisi Keduabelas. Jilid Kesatu. Jakarta: PT. Indeks Kelompok Gramedia.
Mitchell, R. (1999). Maximizing iMacs. U.S. News & World Report, 18, 43-45.
Motorplus (2012). Membandingkan Komposisi Penjualan Sepeda Motor Januari-Mei 2011 & 2012. http://www.motorplus-online.com. Diunduh pada tanggal 13 Juni 2012.
Nazir, M. (2005). Metode Penelitian. Cetakan Kelima. Jakarta: Penerbit Ghalia Indonesia. Orth, U. R., & Malkewitz, K. (2008). Holistic Package Design and Consumer Brand Impressions. Journal of Marketing, 72(3), 64-81.
Pidekso, A., Sulistiyani, S., Guntur, Sumartini, Guntur, & Alek (2009). SPSS 16.0 Untuk Pengolahan Statistik. Semarang: Penerbit Andi.
Riduwan (2006). Skala Pengukuran Variabel-Variabel Penelitian. Cetakan Kedua. Bandung: Penerbit Alfabeta.
Setiadi, N. J. (2008). Business Economics And Managerial Decision Making. Edisi Pertama. Cetakan Pertama. Jakarta: Kencana Prenada Media Group.
Sheng, M. L., & Teo, T.S.H. (2012). Product Attributes And Brand Equity in The Mobile Domain: The Mediating Role Of Customer Experience. International Journal of Information Management, 32(1), 139-146.
Simamora, B. (2004). Riset Pemasaran. Edisi Pertama. Jakarta: Gramedia Pustaka Utama. Sugiyono. (2007). Metode Penelitian Bisnis. Edisi Kedelapan. Bandung: Penerbit CV. Alfabetha.
Tjiptono, F. (2008). Strategi Pemasaran. Edisi Pertama. Yogyakarta: Penerbit Bayu Media Publishing.
Voss, K. E., Spangenberg, E.R., & Grohmann, B. (2003). Measuring The Hedonic and Utilitarian Dimension of Consumer Attitude. Journal of Marketing Research, 40(3), 310-320.
Zulganef. (2008). Metode Penelitian Sosial & Bisnis. Edisi Pertama. Cetakan Pertama. Yogyakarta: Graha Ilmu.
