PENGARUH MARKETING MIX TERHADAP TINGKAT KEPUASAN DAN LOYALITAS PELANGGAN PAKAIAN SERAGAM SEKOLAH MURID SMA DI KOTA MAKASSAR PADA BEBERAPA TOKO DI PASAR BUTUNG
Ackhriansyah (a*), Rezky Ratna sari (b*)

a) Universitas Muslim Indonesia
b) Universitas Muslim Indonesia

Abstract

This research was conducted with the aim to analyze the effect of the product directly affect customer loyalty clothing, the price has a direct effect on customer loyalty, promotion has a direct effect on customer loyalty, distribution channels directly affect customer loyalty, customer satisfaction directly affects customer loyalty. Products through customer satisfaction affect customer loyalty, prices through customer satisfaction affect customer loyalty, promotion through customer satisfaction affects customer loyalty, distribution channels through customer satisfaction affect customer loyalty school uniforms for high school students in some stores in Pasar Butung Makassar city. The results of the study found that the product had a positive and significant effect on customer loyalty. Price has a negative and significant influence on customer loyalty, promotion has a positive and significant effect on customer loyalty, distribution channels have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, the product has a positive and significant influence on customer loyalty through level of customer satisfaction, price has a negative and significant influence on customer loyalty through the level of customer satisfaction, Promotion has a positive and significant influence on customer loyalty through the level of customer satisfaction, Distribution channels have a positive and significant influence on customer loyalty through the level of customer satisfaction clothing High School Student School uniforms in several shops in Butung Market.

Keywords: Product, Price, Promotion, Distribution channel, customer satisfaction and loyalty

Topic: Manajemen Pemasaran

Link: https://ifory.id/abstract-plain/3AfQBchetu9j

Web Format | Corresponding Author (Ackhriansyah Achmad Gani)