Influence of Marketing Mix to Customer Loyalty in Sari Anggrek Store

Abstract

This study aims to find the effect of 7P marketing mix on customer loyalty on Sari Anggrek Bookstore in Padang city. This type of research is Expost-Facto, the study population is the customer of Sari Anggrek bookstore. The purposive sampling technique of sampling is used. The sample amounted to 384 people. Primary data is collected through questionnaires using a Likert scale model that has been tested for validity and reliability. The data analysis technique used is Multiple Regression Analysis. The results of the research are: 1) there is a positive and significant effect of the product on customer loyalty. 2) there is a positive and significant price effect on customer loyalty. 3) there is a positive and significant influence of place / location on customer loyalty. 4) there is a positive and significant influence on promotion of customer loyalty. 5) there is a positive and significant influence of people / employees on customer loyalty. 6) there is a positive and significant effect of physical evidence on customer loyalty. 7) there is a positive and significant influence on the process of customer loyalty. The results of the analysis show that the value of R2 (R-Square) is 0.801, this means the magnitude of the influence of the product, price, place / location, promotion, person / employee, physical evidence and the process of customer loyalty Sari Anggrek bookstore is 80.1% and the remaining 19.9% is influenced by other variables not included in the research model.