Analysis of The Effect of Product, Price, Promotion, And Location on Customer Loyalty of Tenun Ikat
DOI:
https://doi.org/10.22441/jimb.v9i1.13774Keywords:
Loyalitas pelanggan, produk, harga, promosi, lokasiAbstract
This study aims to determine the effect of the product, price, promotion, and location on customer loyalty of ikat in Baranusa Village, Pantar Barat District, Alor Regency, either partially or simultaneously. Customer loyalty is a positive attitude shown by customers towards goods or services by repurchasing the products or services offered by the company and recommending them to friends and family. Loyal customers can indirectly help companies promote products or services to those closest to them.Data was collected using a questionnaire using 30 respondents. Data analysis used descriptive statistics, research instrument tests, multiple linear regression, t-test, and F test. The results showed that partially the product had a significant positive effect on customer loyalty, the price had a significant positive effect on customer loyalty, and the promotion had a significant positive effect on customer loyalty. , and location have a significant positive effect on customer loyalty. Simultaneously product, price, promotion, and location have a significant positive effect on customer loyalty.Downloads
References
Arikunto, S. (2006). Prosedur Penelitian. Jakarta: Rineka Cipta.
Buchari, A. (2011). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Gustama, N. (2021). Pengaruh Marketing Mix terhadap Loyalitas Pelanggan pada Perum Bulog Subdivre Lampung Tengah. Jurnal Manajemen Diversifikasi. 1(2). 332–341.
Handoko, B. (2017). Pengaruh Promosi, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Titipan Kilat JNE Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 61–72. https://doi.org/10.30596/jimb.v18i1.1098
Herawati, N., & Qomariyah, N. (2017). Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Empiris Pelanggan Sepeda Motor Matic Honda Di Surakarta). Bhirawa. 4(1). 1–15.
Irawan, M. R. N. (2020). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Minat Beli Konsumen Pada PT. Satria Nusantara Jaya. Ekonika : Jurnal Ekonomi Universitas Kadiri, 5(2), 140. https://doi.org/10.30737/ekonika.v5i2.1097
Kelly, T. P. M. F. (2020). Analisis Pengaruh Lokasi, Harga Dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Rumah Makan Blambanngan Kebumen. Angewandte Chemie International Edition, 6(11), 951–952.
Kotler. (2011). Manajemen Pemasaran di Indonesia : Analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta : Salemba Empat.
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga.
Kurniawan, D., Mazna, Saputri, M. H., & Sanjaya, V. F. (2021). Pengaruh Harga, Kualitas Produk, Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Kartu Telkomsel (Studi Kasus Mahasiswa Di Lampung). MABSYA: Jurnal Manajemen Bisnis Syariah. 3(1). 1–10.
Noviyani, F. (2020). Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan (Agen/Reseller) Roti Brian PT. Nissin Biscuits Indonesia Di Kabupaten Semarang. Bisecer. 3(1). 27–41.
Permatasari, D., & Wahyuningsih, T. H. (2020). Pengaruh Kualitas Produk, Harga, dan Lokasi terhadap Kepuasan Pelanggan Richeese Factory Cabang Sudirman Yogyakarta. Journal Stimykpn, 1(1), 99–114.
Prakoso, B. D., & Djawoto. (2017). Pengaruh Bauran Pemasaran Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Ilmu dan Riset Manajemen. 6(10). 1–19.
Rahmadani, F., Suardana, I. M., & Samudra, H. (2019). Pengaruh kualitas pelayanan, produk, harga dan lokasi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada ud. Eva group mataram. Jurnal Borneo Cendekia. 16(1). 123–135.
Safitri, D., & Aziz, Mansur. LC., M.S. (2020). Pengaruh Bauran Pemasaran (Produk, Harga, Promosi, Tempat)Terhadap Loyalitas Pelanggan Pada Toserba Ummi Di Desa Mojomati Kecamatan Jetis Kabupaten Ponorogo. Skripsi. Fakultas Ekonomi dan Bisnis Institut Agama Islam Negeri Ponorogo.
Sugiyono. (2015). Metode penelitian & pengembangan (Research and Development/R&D). Bandung: Alfabeta.
Sugiyono, P. D. (2010). Metode Penelitian Bisnis (Cetakan ke-15). Bandung: Alfabeta.
Sya’idah, E. H., & Jauhari, T. (2018). Pengaruh Marketing Mix Terhadap Loyalitas Pelanggan. Ekonika. 3(1). 23–30.
Taslim, V. A., & Pramuditha, C. A. (2021). Pengaruh Harga, Promosi, Kualitas Produk Dan Lokasi Terhadap Minat Beli Konsumen Pada Restoran Magal Korean BBQ House Palembang. Publikasi Riset Mahasiswa Manajemen, 2(2), 143–153.
Widnyani, N. M., Rettobjaan, V. C., & Aristayudha, A. A. N. B. (2020). Pengaruh Harga, Promosi Dan Inovasi Terhadap Loyalitas Pelanggan Gojek (Studi Kasus Pada Universitas Bali Internasional). Jurnal Ilmiah Manajemen dan Bisnis. 5(2). 75–92.
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms (offline, online) or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights / Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
