Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Zoya Cabang Medan Dengan Brand Image Sebagai Variabel Moderating

Lisa Anggi Nauli Siregar, Isnaini Harahap

Abstract


Customer loyalty is customer loyalty to companies, brands and products, where this loyalty is influenced by various factors such as marketing mix, product, price, location and promotion and influenced by brand image as a moderating variable. This study aims to explain the effect of product, price, location and promotion on Zoya customer loyalty with brand image as a moderating variable. This research is quantitative research  and the method to determine the sample is the Lemeshow formula with a sample size of 100 respondents. Data is obtained by distributing questionnaires that have been structured to the respondents. The data analysis technique used is the MRA (Moderating Regression Analysis). The results showed that as partially the product had a positive and significant effect on customer loyalty by 22.3%, the price had a positive and significant effect on customer loyalty by 35.7%, the location did not affect customer loyalty and promotion had a positive effect and significant to customer loyalty of 21.1%. The prices, locations and promotions simultaneously have a positive and significant effect on customer loyalty. And products, prices, locations and promotions have a positive effect on customer loyalty by moderating the brand image in Zoya Medan Branch.

Full Text:

PDF

References


Alma, Buchari. 2013. Manajemen Pemasaran dan Pemasaran Jasa, Bandung: Alfabeta.

Arikunto, Suharsimi. 2006. Prosedur Penelitian Suatu Pendekatan Praktek, Jakarta: Rineka Cipta.

Foster, Bob. 2008. Manajemen Ritel Bandung: Alfabeta.

Hasan, Iqbal. 2002. Pokok-pokok Materi Metodologi Penelitian dan Aplikasinya, Jakarta: Ghalia Indonesia.

___________. 2003. Pokok-pokok Materi Statistik 1 (Statistik Deskriptif) Edisi Kedua, Jakarta: Bumi Aksara.

___________. 2005. Bauran Pemasaran dan loyalitas Konsumen, Bandung: Alfabeta.

Hurriyati, Ratih. 2010. Bauran Pemasaran dan Loyalitas Konsumen, Bandung: Alfabeta.

Kotler, Philip. 2000. Manajemen Pemasaran terj. Alexander Sindoro dan BenyaminMolan Jakarta: Prehalindo.

______________. 2005. Bauran Pemasaran dan loyalitas Konsumen, Bandung: Alfabeta.

______________ dan G. Armstrong. 2001. Dasar-Dasar Pemasaran Jakarta: Indeks Gramedia.

______________ dan Kevin Lane Keller. 2009. Manajemen Pemasaran, Jakarta: Indeks.

Lovelock, Christopher H dan Lauren K. Wright. 2005. Manajemen Pemasaran Jasa, Jakarta: Indeks.

Lupioyadi, Rambat. 2001. Manajemen Pemasaran Jasa: Teori danPraktik, Jakarta: Salemba Empat.

Peter, J. Paul dan Jerry C. Olson. 2000. Consumer Behavior, Jakarta: Erlangga.

Suryana Agus. 2007. Strategi Pemasaran untuk Pemula, Jakarta: Edsa Mahkota.

Susanto, A.B dan Himawan Wijarnako. 2004. Power Branding, Jakarta: Quantum Bisnis dan Manajemen.

Sutojo. 2009. Manajemen Pemasaran, Jakarta :PT. Damar Mulia Pustaka,.

Tjiptono, Fandi. 2002. Strategi Pemasaran Yogyakarta: Andi.

Zaithmal, Valerie dan Bitner Mary Jo. 2000. Service Marketing Singapura: The McGraw-Hill.

Nurcholifah, Ita, “Strategi Marketing Mix Dalam Perspektif Syariah”, Journal Of Islamic Studies, Vol. 4, No. 1, 2014.

Raharjani, Jeni, “Analisa Faktor-Faktor Yang Mempengaruhi Keputusan Pemilihan Pasar Swalayan Sebagai Tempat Berbelanja (Studi Kasus Pada Pasar Swalayan Di Kawasan Seputar Simpang Lima Semarang)”, Jurnal Manajemen dan Organisasi, Vol. 2, No. 1, 2005.

Salma, Fitria Salahika dan Ririn Tri Ratnasari, “Pengaruh Kualitas Jasa Perspektif Islam Terhadap Kepuasan dan Loyalitas Pelanggan Grand Kalimas di Surabaya”, JESTT Universitas Airlangga, Vol. II, No. 4, 2015.

Wawancara dengan Ibu Lilis Anggrian, Operational Leader Zoya Cabang Medan, 21 April 2018.




DOI: http://dx.doi.org/10.30829/ajei.v4i1.4088

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Lisa Anggi Nauli Siregar, Isnaini Harahap

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 
Publisher:
 
Address: Jln. IAIN No. 1 Sutomo Ujung, Medan, Indonesia
WhatsApp: 085362628644
E-Mail: tawassuth@uinsu.ac.id
 
This work is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at http://jurnal.uinsu.ac.id/index.php/tawassuth/