Influence of Marketing Mix to Customer Loyalty in Sari Anggrek Store
- DOI
- 10.2991/piceeba2-18.2019.39How to use a DOI?
- Keywords
- Customer Loyalty, Marketing Mix, Product, Price, Place, Promotion, People, Physical Evidence, Process.
- Abstract
This study aims to find the effect of 7P marketing mix on customer loyalty on Sari Anggrek Bookstore in Padang city. This type of research is Expost-Facto, the study population is the customer of Sari Anggrek bookstore. The purposive sampling technique of sampling is used. The sample amounted to 384 people. Primary data is collected through questionnaires using a Likert scale model that has been tested for validity and reliability. The data analysis technique used is Multiple Regression Analysis. The results of the research are: 1) there is a positive and significant effect of the product on customer loyalty. 2) there is a positive and significant price effect on customer loyalty. 3) there is a positive and significant influence of place / location on customer loyalty. 4) there is a positive and significant influence on promotion of customer loyalty. 5) there is a positive and significant influence of people / employees on customer loyalty. 6) there is a positive and significant effect of physical evidence on customer loyalty. 7) there is a positive and significant influence on the process of customer loyalty. The results of the analysis show that the value of R2 (R-Square) is 0.801, this means the magnitude of the influence of the product, price, place / location, promotion, person / employee, physical evidence and the process of customer loyalty Sari Anggrek bookstore is 80.1% and the remaining 19.9% is influenced by other variables not included in the research model.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Rira Amelia Zulhit AU - Yasri Yasri AU - Abror Abror PY - 2019/04 DA - 2019/04 TI - Influence of Marketing Mix to Customer Loyalty in Sari Anggrek Store BT - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) PB - Atlantis Press SP - 295 EP - 303 SN - 2352-5428 UR - https://doi.org/10.2991/piceeba2-18.2019.39 DO - 10.2991/piceeba2-18.2019.39 ID - Zulhit2019/04 ER -