文章基本信息

标题：The Effect of Marketing Mix on Consumer Satisfaction and Loyalty for Indonesian Brand Salad Dressing “XYZ”
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作者：Christian Arianto Rahardjo ; Harianto Harianto ; Heny K. Suwarsinah 等
期刊名称：Jurnal Aplikasi Bisnis dan Manajemen
印刷版ISSN：2528-5149
电子版ISSN：2460-7819
出版年度：2019
卷号：5
期号：2
页码：308-308
DOI：10.17358/jabm.5.2.308
出版社：Bogor Agricultural University
摘要：XYZ’, as a salad dressing product, can help consumers to prepare meals in a short time. In Indonesia, growth in salad dressing products every year is relatively high, increasing by 120% per year. The market share of salad dressings is also getting bigger with the addition of new players and variants. The purpose of this research was identifying the attributes affecting consumers’ satisfactions and their satisfaction levels. The attributes used in this research were related to the marketing mix. Consumer loyalty is also important so that ‘XYZ’ can compete to fulfil consumer needs. This research used a quantitative descriptive method by conducting an online survey of ‘XYZ’ salad dressing consumers and direct interviews in shopping centers. The respondent criteria were females who were more than 18 years old and lived in Jabodetabek area. The technique of data processing and analysis used in this research was a quantitative descriptive analysis by using Structural Equation Modeling (SEM) and LISREL software version 8.7. Based on the results of research and evaluation on respondents, it can be concluded the marketing mix that has a significant effect on consumer satisfaction is product, price, and place. Promotion has no significant effect on consumer satisfaction. Consumer satisfaction has a significant effect on consumer loyalty. Suggestions to increase consumer satisfaction and loyalty to ‘XYZ’ brand are to sell products that meet consumer tastes and to maintain the product quality. The placement of ‘XYZ’ product in the shopping center must be taken into account to make it easy to find and maintain its product availability in the market. This can increase consumer satisfaction and lead to an increase in consumer loyalty.
关键词：bauran pemasaran; kepuasan konsumen; loyalitas konsumen; salad dressing; SEM