Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Pondok Burdas Merdeka Pontianak

Fikri Alfitra, S. Samsuddin, Fita Kurniasari
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Abstract

The purpose of this study was to determine the effect of the marketing mix on consumer loyalty of Pondok Burdas Merdeka Pontianak. The research method used in this research is quantitative method. The population in this study were all consumers of Pondok Burdas Merdeka Pontianak, with a sample of 100 consumers. Validity and reliability test results show that all items (statements) are valid and reliable. The results of the normality test show that the data is normally distributed. The results of simple linear regression analysis show the equation: Y = 0,992 + 0,593 X. The correlation coefficient test results show the R value of 0,390, so it can be concluded that the marketing mix has a low relationship with consumer loyalty of Pondok Burdas Merdeka Pontianak. The coefficient of determination test shows R2 value of 0,152 which means that 15,2% of consumer loyalty in Pondok Burdas Merdeka Pontianak is influenced by the marketing mix, while the rest (84,8%) is influenced by other variables not examined in this study. The results of the model feasibility test show that the F value is 17,540> F table 3,94. So it can be concluded that a simple linear regression model can be used to predict consumer loyalty in Pondok Burdas Merdeka Pontianak which is influenced by the marketing mix.
营销包对消费者的忠诚度的影响
本研究的目的是确定营销组合对Pondok Burdas Merdeka pontiana消费者忠诚度的影响。本研究采用的研究方法是定量方法。本研究人群均为Pondok Burdas Merdeka Pontianak的消费者,样本为100名消费者。效度和信度测试结果表明,所有项目(陈述)都是有效的、可靠的。正态性检验的结果表明数据是正态分布的。简单线性回归分析结果为Y = 0.992 + 0.593 x,相关系数检验结果R值为0.390,因此可以得出营销组合与Pondok buras Merdeka Pontianak的消费者忠诚度关系较低。决定系数检验显示R2值为0,152,这意味着Pondok buras Merdeka Pontianak的消费者忠诚度的15.2%受到营销组合的影响,而其余的(84.8%)受到本研究未检查的其他变量的影响。模型可行性检验结果表明,F值为17540 > F表3,94。因此可以得出结论,一个简单的线性回归模型可以用来预测Pondok Burdas Merdeka pontiana的消费者忠诚度受营销组合的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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