Pengaruh bauran pemasaran terhadap loyalitas konsumen pada alfamart Banjaran Kabupaten Majalengka
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Abstract
The purpose of this research is to collect data and information about the
influence of the marketing mix on customer loyalty at Alfamart Banjaran,
Majalengka Regency. Then the data obtained will be poured into writing a
thesis as one of the requirements for the preparation in getting a bachelor of
management degree. The independent variable is the marketing mix affecting
consumer loyalty as the dependent variable. This research was conducted at
Alfamart Banjaran, Majalengka Regency. The method of data collection in this
study was a questionnaire filled out by respondents, namely customers of
Alfamart Banjaran, Majalengka Regency. Sampling as many as 93 respondents
in this study using a simple sampling method. The analysis used in this research
includes analysis of validity test, reliability test, linear regression analysis,
correlation analysis and coefficient of determination, hypothesis testing t-test.
The results of hypothesis testing indicate that there is a positive and significant
influence on the marketing mix variable on customer loyalty at Alfamart
Banjaran, Majalengka Regency. This is indicated by the t-count value, which is
greater than the t-table value, namely (9.5662 > 1.66177). The magnitude of
this value indicates that the marketing mix has a significant effect on customer
loyalty. The analysis results also obtained the value of the correlation
coefficient (r) of 0.7081, which means that the influence of the marketing mix
(Marketing Mix) on customer loyalty is strong. While the coefficient of
determination (r2) obtained is 0.5014, indicating a positive influence of the
marketing mix (Marketing Mix) on customer loyalty, this also means that
customer loyalty satisfaction is influenced by the marketing mix variable
(Marketing Mix) of 50.14%. In comparison, the rest (49.86%) is controlled by
other variables that are not included in the analysis of this hypothesis test. The
regression line equation obtained in this analysis is Y = 0.28 + 0.43X. This
indicates that if the marketing mix increases by 1 unit, then customer loyalty
also increases by 0.43.
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