MARKETING MIX CAN INFLUENCE CUSTOMER LOYALTY Moh. Fadli A. Ngabito1, Rosida P Adam2, Lindanur Sipatu2, Fatlina2
1 Student of the Management Program PSDKU Tadulako University Tojo Una-Una
2 Lecturer of the Management Department Faculty of Economics and Business Tadulako University
Abstract
The marketing mix is a combination of four activities that are the core of the marketing system. The purpose of this research is to determine and analyze the influence of the marketing mix on customer loyalty. The type of research is quantitative, focusing on understanding causal relationships with a cross-sectional approach. The population of this study is the customers of the meatball stall, with a sample size of 100 respondents using the purposive sampling technique. The data collection technique used a questionnaire that has been tested for validity and reliability and was analyzed using Multiple Linear Regression. The research results show that the average product score is 4.41, price score is 4.41, place score is 4.50, and promotion score is 4.42. Partially, product, place, and promotion significantly affect customer loyalty, while price does not significantly affect customer loyalty. Simultaneously, the marketing mix variables have a significant impact on customer loyalty. The adjusted R square value of 54.1% indicates that customer loyalty is influenced by the marketing mix by 54.1%. Efforts that can be made to increase customer loyalty include setting affordable prices in line with the quality of the products offered and improving service quality.
