Pengaruh bauran pemasaran terhadap loyalitas konsumen pada alfamart Banjaran Kabupaten Majalengka
DOI:
https://doi.org/10.32670/ht.v2i3.1468Keywords:
marketing mix and loyaltyAbstract
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.
References
Alma, B. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: ALFABETA.
Alma, B., & Saladin, D. (2010). Manajemen Pemasaran : Ringkasan Praktis, Teori,
Aplikasi Dan Tanya Jawab. Bandung: CV. Linda Karya.
Arikunto, S. (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka
Cipta.
Basu, S. (2014). Manajemen Penjualan: Pelaksanaan Penjualan. Yogyakarta: BPEE.
Cooper, D. R., & Schindler, P. (2014). Business Research Methods. New York: McGrawHill.
Ghozali, I. (2018). Aplikai Analisis Multivarite dengan SPSS, Cetakan Keempat,.
Semarang: Badan Penerbit Universitas Diponegoro,.
Griffin, J. (2016). Customer Loyalty : Menumbuhkan dan Mempertahankan Kesetiaan
Pelanggan. Alih Bahasa : Dwi Kartini Yahya dan kawan-kawan. Jakarta:
Erlangga.
Hasibuan, M. (2016). Manajemen Sumber Daya Manusia. Jakarta: Bumi Aksara.
Hurriyati, R. (2015). Bauran Pemasaran dan Loyalitas Konsumen . Bandung:
ALFABETHA.
Husen, U. (2018). Riset pemasaran dan bisnis. Jakarta: Gramedia Pustaka Utama.
Kotler, P. (2017). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2014). Principle Of Marketing 15th edition. New Jersey:
Pearson Prentice Hall.
Kotler, P., & Keller, K. (2016). Manajemen Pemasaran (Edisi Terjemahan) Edisi 12.
Jakarta: PT. Indeks.
Kurniawan, C., & Satrio , B. (2014). Pengaruh Bauran Pemasaran terhadap Loyalitas
Konsumen pada Resto dan Cafe Dream Car. Jurnal Ilmu dan Riset Manajemen
vol. 3 No. 12.
Lumintang, A. A. (2013). Pengaruh Marketing Mix terhadap Loyalitas Pelanggan
Konsumen sabun mandi Lifeboy di kota Manado. Jurnal EMBA Vol. 1 No 3.
Malhotra, N. (2014). Basic Marketing Research. England: Pearson Education.
Mangkunegara, A. A. (2017). Manajemen Sumber Daya Manusia, Cetakan Ke Tujuh.
Bandung: PT. Remaja Rosdakarya.
Manullang. (2012). Dasar-Dasar Manajemen. Yogyakarta: Gadjah Mada University
Press.
Narimawati, U. (2012). Metodologi Penelitian Kualitatif dan Kuantitatif, Teori dan
Aplikasi. Bandung: Agung Media.
Parasuraman, Zeithaml, & Malhotra. (2015). E-S-QUAL A Multiple-Item Scale for
Assessing Electronic Service Quality. Journal of Service Research,, 1-21.
Rasyid, H. A. (2010). Teknik Penarikan Sampel dan Penyusunan Skala. Bandung:
Universitas Padjajaran.
Riduwan. (2017). Pengantar Statistika untuk Penelitian Pendidikan,Sosial, Ekonomi,
Komunikasi dan Bisnis. Bandung: Alfabeta.
Rimiyati, H., & Widodo, C. (2014). Pengaruh Marketing Mix Terhadap Loyalitas
Konsumen (Pada Home Industry Moshimoshi Cake Samarinda),. Jurnal
Manajemen dan Bisnis. Vol 5, No. 2.
Saladin, D. (2016). Manajemen Pemasaran. Bandung: Linda Karya.
Stanton, W. J. (2017). Prinsip Pemasaran. Cetakan Ketujuh. Jakarta: Erlangga.
Stoner, J. A. (2016). Manajemen. Jilid I. Edisi Keenam. Jakarta: Salemba Empat.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed.
Methods). Bandung: Alfabeta.
Suharyono, D. K., & Kusumawati, A. (2014). Pengaruh Bauran Pemasaran terhadap
Loyalitas Pelanggan (studi pada pelanggan KFC cabang Kawi, Malang). Journal
Administrasi Bisnis Vol. 14 No 2.
Sumarni, M., & Soeprihanto, J. (2014). Pengantar Bisnis (Dasar-dasar. Ekonomi
Perusahaan). Edisi ke 5. Yogyakarta: Liberty.
Sutisna. (2012). Perilaku Konsumen dan Komunikasi Pemasaran, Edisis kedua. Bandung:
Remaja Rosdakarya.
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian. Yogyakarta:
Andi Offset.
Waskita, A. I. (2016). Pengaruh Citra Merek dan Bauran Pemasaran terhadap Loyalitas
Pelanggan PT. Roda Express Sukses. Jurnal Ilmu dan Riset Manajemen Vol.5 No
Yuniarti, V. S. (2015). Perilaku Konsumen Teori dan Praktik. Bandung: Pustaka Setia.
