PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN GUDANG GARAM FILTER SURYA 16 (STUDI KASUS PALEMBANG SUMATERA SELATAN)

IBRAHIM, KMS HELMI and Diah, Yuliansyah M. and Sofyan, Rusmiyati (2010) PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN GUDANG GARAM FILTER SURYA 16 (STUDI KASUS PALEMBANG SUMATERA SELATAN). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to 1) understand how consumer perception towards marketing mix solar filter cigarettes GG 16 2) knowing how strong the marketing mix strategies affect consumer loyalty cigarettes Gudang Garam Filter Surya 16. Results showed that based on the analysis of the correlation coefficient of 0.671 yield, indicating there is a strong relationship between marketing mix filter cigarettes Gudang Garam Surya 16 with consumer loyalty. After going through regression analysis of four aspects of marketing mix ie price, product, promotion, and distribution provides a statistically significant influence on the formation of consumer loyalty. and promotion is the most dominant aspect affecting customer loyalty. To increase the loyalty of PT Gudang Garam Tbk should pay more attention to management. further enhance the image ads in order to represent the 16 solar consumer image and can influence consumers to consume more cigarettes Surya 16.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	marketing mix and customer loyalty
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	29 Mar 2021 07:58
Last Modified:	29 Mar 2021 07:58
URI:	http://repository.unsri.ac.id/id/eprint/44426

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