Kepuasan Sebagai Mediasi Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Teh Botol Sosro Di Wilayah Surabaya

  • Nova Ely Tiana Universitas Kartini Surabaya
  • Endang Setyawati Universitas Kartini Surabaya
DOI: https://doi.org/10.37477/bip.v4i2.147
Keywords: product, price, promotion, distribution, customer satisfaction and customer loyalty.

Abstract

Theoretically the marketing mix (product, price, promotion, and distribution) affects satisfaction. If consumers are satisfied then become loyal customers. Currently in the beverage packaging face many competitors. If the consumer is not satisfied with a product then it will switch to choose a competing product. Hence the company should make marketing mix strategies for consumers to form positive perceptions and increased loyalty.The purpose of this study was to determine the influence of the marketing mix of satisfaction and customer loyalty. This study also to examine the mediating role of satisfaction as the marketing mix to customer loyalty. The research was conducted on consumer Teh Botol Sosro in South Surabaya area. Determination of the sample using a non-probability sampling, the accidental sampling. Data were collected at random from the 100 respondents and in the analysis using SPSS 13.0 program. The results showed that the products and  promotions directly affects customer satisfaction and loyalty. So also with satisfaction directly affects customer loyalty.  This shows that the satisfaction acts as a mediating influence of the marketing mix and promotional products for consumer loyalty.

Published
2012-07-31
How to Cite
Tiana, N. E., & Setyawati, E. (2012). Kepuasan Sebagai Mediasi Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Teh Botol Sosro Di Wilayah Surabaya. BIP’s JURNAL BISNIS PERSPEKTIF, 4(2), Hal 126 - 140. https://doi.org/10.37477/bip.v4i2.147
Issue
Vol. 4 No. 2 (2012): Juli
Section
Articles

Authors publishing in this journal agree to the following terms:

  1. The author retains copyright and grants the journal rights of first publication with the work simultaneously licensed under a Creative Commons Attribution ShareAlike License  License that allows others to share the work with acknowledgment of the author's work and initial publication in BIP's: Journal of Business Perspectives.
  2. Authors may include separate additional contractual arrangements for non-exclusive distribution of the published version of the journal (e.g., submit to an institutional repository or publish in a book), with an acknowledgment of the original publication in this Journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their websites) before and during the submission process, as it can lead to productive exchanges, as well as citations of previously published work.

Each author is expected to complete the copyright process with a document of the originality of the manuscript, the templated document is below: