Pengaruh Bauran Pemasaran Jasa Terhadap Loyalitas Pelanggan di Taman Air Panas Darajat Pass

Setiawardi, Aripin and Ramdhani, Muhammad Ali and ikhwana, Andri (2014) Pengaruh Bauran Pemasaran Jasa Terhadap Loyalitas Pelanggan di Taman Air Panas Darajat Pass. Jurnal Kalibrasi, 11 (1). pp. 1-10. ISSN 2302-7320

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Abstract

This research was made to understand and analyze how big is the influence of marketing mix service toward customer loyalty using tourist service Taman Air Panas Drajat Pass. A method used in this research about the influence of marketing mix service toward the customer loyalty are field observation method, interview, questionnaire, and literature study using Liker scale. In sample determination, the writer used accidental sampling method for about 90 samples whereas the approximation method used in data analysis method is Linear regression method which has the function to know the relationship between independent variable, that is marketing mix (X) with the dependent variable, that is customer loyalty (Y). The research showed us that marketing mix consists of product (X1), price (X2), place (X3), promotion (X4), physical evidence (X5), people (X6), and (x7) simultaneously has a significant. Effect of customer loyalty (Y). But partially, the one who has a significant effect toward customer loyalty is the variable process with the significant level that is 0,017. This marketing mix can explain that customer loyalty of Taman Air Panas Darajat Pass is 0,356 or 35,6% while the rest of it, that is 64,4% is the customer loyalty that has not been explained by customer’s attitude, purchasing conviction variable, evaluation variable normative conviction variable, and motivation variable.

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