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The Effect of Marketing Mix On Customer Loyalty in Pioner Ponsel
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Ảnh hưởng của hỗn hợp tiếp thị đến lòng trung thành của khách hàng ở Pioner Ponsel Medan.
The Influence of Marketing Mix On Customer Loyalty in Pioner Ponsel Medan
Andreas Panjaitan Student ID 4A631023 "Influence Marketing Mix (Marketing Mix) On Customer Loyalty In Pioneer Ponsel Medan".
This research is to know the influence of product, price, promotion and location to customer loyalty in Pioneer Mobile Medan. The samples in this study were all buyers on mobile pioneer counted 95 people. Data collection techniques used are questionnaires (questionnaires) that is by spreading the questionnaire to the sample (respondents) and collect it back.
Data analysis technique used is multiple linear regression. Before the data in regresikan, first in the test interrelationship between variables, the data tested using the test of data normality, multicollinearity, and heterokedastisitas. To know the contribution of product factors, price, promotion and location to customer loyalty is used formula coefficient of determination (R ^ 2).
So it can be concluded that the product, price, promotion and location have a positive effect on customer loyalty on mobile pioneer
CONTENT:
ABSTRACT .................................................................................................... 2
TABLE OF CONTENT ................................................................................. 3
LIST OF TABLE ............................................................................................ 6
LIST OF PICTURE ....................................................................................... 7
APPENDIX LIST ........................................................................................... 8
CHAPTER I PRELIMINARY ..................................................................... 9
1 Background..................................................................................... 9
2 Identification of Problems ............................................................. 11
3 Limitation of Problems .................................................................. 12
4 Formulation of Problems................................................................ 12
5 Research Purposes.......................................................................... 12
6 Benefits of Research....................................................................... 13
CHAPTER II LITERATURE REVIEW ..................................................... 14
1 Theoretical Framework................................................................... 14
1 Customer Loyalty......................................................... 14
1 Defening Customer Loyalty.............................. 15
2 Strategy of Maintaining Customer Loyalty ...... 15
3 Indicators of Consumer Loyalty........................ 16
2 Marketing Mix............................................................. 17
3 Product Defenition........................................................ 18
1 Product Quality................................................. 19
2 Dimensions of Product Quality......................... 19
3 Product Function............................................... 20
4 Price.............................................................................. 21
1 Pricing Purposes................................................ 22
2 Price Indicator................................................... 23
5 Sales Promotion............................................................ 23
1 Defening Sales Promotion................................. 24
2 Sales Promotion Purposes................................. 24
3 Sales Promotion Indicators................................ 25
6 Location........................................................................ 26
2.1.6.1 Location Indicators........................................... 26
2 Relevant Research.......................................................................... 27
3 Framework of Thinking.................................................................. 29
3
4 Hypothesis...................................................................................... 29
CHAPTER III RESEARCH METODHOLOGY........................................ 30
1 Location and Time of Research...................................................... 30
2 Population and Sample................................................................... 30
1 Population..................................................................... 30
2 Sample........................................................................... 30
3 Research Variables and Operational Defenitions ........................... 31
1 Research Variables ....................................................... 31
2 Operational Defenitions................................................ 32
4 Data Collection Technique.............................................................. 33
1 Observations.................................................................. 33
2 Questionnaire................................................................ 33
5 Test Instrument Research................................................................ 34
1 Validity Test.................................................................. 34
2 Reability Test................................................................. 35
6 Data Analysis Technique ................................................................ 36
1 Classic Assumptions Test.............................................. 36
1 Multicollinearity Test........................................ 36
2 Heteroscedasticity Test..................................... 36
3 Normality Test.................................................. 36
2 Multiple Linear Regressions Analysis.......................... 36
3 Hypothesis Testing........................................................ 37
1 F Test (Simultaneously Significant Test).......... 37
2 thitung Test (Partial Test)...................................... 38
3 Coefficient of Determination (R2)..................... 39
Ảnh hưởng của hỗn hợp tiếp thị đến lòng trung thành của khách hàng ở Pioner Ponsel Medan.
The Influence of Marketing Mix On Customer Loyalty in Pioner Ponsel Medan
Andreas Panjaitan Student ID 4A631023 "Influence Marketing Mix (Marketing Mix) On Customer Loyalty In Pioneer Ponsel Medan".
This research is to know the influence of product, price, promotion and location to customer loyalty in Pioneer Mobile Medan. The samples in this study were all buyers on mobile pioneer counted 95 people. Data collection techniques used are questionnaires (questionnaires) that is by spreading the questionnaire to the sample (respondents) and collect it back.
Data analysis technique used is multiple linear regression. Before the data in regresikan, first in the test interrelationship between variables, the data tested using the test of data normality, multicollinearity, and heterokedastisitas. To know the contribution of product factors, price, promotion and location to customer loyalty is used formula coefficient of determination (R ^ 2).
So it can be concluded that the product, price, promotion and location have a positive effect on customer loyalty on mobile pioneer
CONTENT:
ABSTRACT .................................................................................................... 2
TABLE OF CONTENT ................................................................................. 3
LIST OF TABLE ............................................................................................ 6
LIST OF PICTURE ....................................................................................... 7
APPENDIX LIST ........................................................................................... 8
CHAPTER I PRELIMINARY ..................................................................... 9
1 Background..................................................................................... 9
2 Identification of Problems ............................................................. 11
3 Limitation of Problems .................................................................. 12
4 Formulation of Problems................................................................ 12
5 Research Purposes.......................................................................... 12
6 Benefits of Research....................................................................... 13
CHAPTER II LITERATURE REVIEW ..................................................... 14
1 Theoretical Framework................................................................... 14
1 Customer Loyalty......................................................... 14
1 Defening Customer Loyalty.............................. 15
2 Strategy of Maintaining Customer Loyalty ...... 15
3 Indicators of Consumer Loyalty........................ 16
2 Marketing Mix............................................................. 17
3 Product Defenition........................................................ 18
1 Product Quality................................................. 19
2 Dimensions of Product Quality......................... 19
3 Product Function............................................... 20
4 Price.............................................................................. 21
1 Pricing Purposes................................................ 22
2 Price Indicator................................................... 23
5 Sales Promotion............................................................ 23
1 Defening Sales Promotion................................. 24
2 Sales Promotion Purposes................................. 24
3 Sales Promotion Indicators................................ 25
6 Location........................................................................ 26
2.1.6.1 Location Indicators........................................... 26
2 Relevant Research.......................................................................... 27
3 Framework of Thinking.................................................................. 29
3
4 Hypothesis...................................................................................... 29
CHAPTER III RESEARCH METODHOLOGY........................................ 30
1 Location and Time of Research...................................................... 30
2 Population and Sample................................................................... 30
1 Population..................................................................... 30
2 Sample........................................................................... 30
3 Research Variables and Operational Defenitions ........................... 31
1 Research Variables ....................................................... 31
2 Operational Defenitions................................................ 32
4 Data Collection Technique.............................................................. 33
1 Observations.................................................................. 33
2 Questionnaire................................................................ 33
5 Test Instrument Research................................................................ 34
1 Validity Test.................................................................. 34
2 Reability Test................................................................. 35
6 Data Analysis Technique ................................................................ 36
1 Classic Assumptions Test.............................................. 36
1 Multicollinearity Test........................................ 36
2 Heteroscedasticity Test..................................... 36
3 Normality Test.................................................. 36
2 Multiple Linear Regressions Analysis.......................... 36
3 Hypothesis Testing........................................................ 37
1 F Test (Simultaneously Significant Test).......... 37
2 thitung Test (Partial Test)...................................... 38
3 Coefficient of Determination (R2)..................... 39
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