Pengaruh bauran pemasaran terhadap loyalitas pelanggan Zoya cabang Medan dengan brand image sebagai variabel moderating

Siregar, Lisa Anggi Nauli (2019) Pengaruh bauran pemasaran terhadap loyalitas pelanggan Zoya cabang Medan dengan brand image sebagai variabel moderating. Masters thesis, Universitas Islam Negeri Sumatera Utara.

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Abstract

Customer loyality is customer loyalty to companies, brands and products, where this loyalty is influenced by various factors such as marketing mix, product, price, location and promotion and is influenced by brand image as a moderating variable. This study aims to explain the effect of product, price, location and promotion on Zoya customer loyalty with brand image as a moderating variable. This research is quantitative research. The method used to determine the sample is using the Lemeshow formula with a sample size of 100 respondents. Data is obtained by distributing questionnaires that have been structured to the respondents. The data analysis technique used is the MRA (Moderating Regression Analysis) test. The results showed that partially the product had a positive and significant effect on customer loyalty by 22.3%, partially the price had a positive and significant effect on customer loyalty by 35.7%, partially the location did not affect customer loyalty and promotion partially had a positive effect and significant to customer loyalty of 21.1%. Products, prices, locations and promotions simultaneously have a positive and significant effect on customer loyalty in the Zoya Medan Branch. And products, prices, locations and promotions have a positive effect on customer loyalty by moderating the brand image in Zoya Medan Branch.

Jenis Item:	Skripsi (Masters)
Uncontrolled Keywords:	product, price, location, promotion, brand image, customer loyality Zoya Medan Branch
Subjects:	2X6 SOSIAL DAN BUDAYA > 2X6.3 Ekonomi
Divisions:	Program Pasca Sarjana > Program Magister > Ekonomi Islam
Pengguna yang mendeposit:	Mrs. Misdar Piliang
Date Deposited:	17 Mar 2020 03:16
Last Modified:	10 Jun 2020 03:03
URI:	http://repository.uinsu.ac.id/id/eprint/8635

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