PENGARUH MARKETING MIX DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PT. FARMINDO ANN CHEMICAL PROBOLINGGO)
| Main Author: | Muksin, Ali Nur |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/60717/1/NASKAH.pdf http://eprints.umm.ac.id/60717/ |
Daftar Isi:
- The purpose of this study was to determine the effect of marketing mix and service quality on customer loyalty mediated by customer satisfaction. The study was conducted in PT. Farmindo Ann Chemical Probolinggo with involving 52 respondents. Respondents were selected using a purposive sampling technique with the criteria being that customers repurchase more than 3 times a month. The research instrument used a questionnaire. The data collection is conducted by distributing questionnaires which is tested using the validity test and reliability test to determine the accuracy and consistency of the questionnaire. Furthermore, data collected from the questionnaires are analyzed using path analysis (Path Analysis). The results showed that marketing mix and service quality had a positive and significant effect on customer satisfaction, marketing mix and service quality had a positive and significant effect on customer loyalty and customer satisfaction could not be used as a mediating variable in the relationship of marketing mix and service quality on customer loyalty.