Pengaruh Bauran Pemasaran, Kualitas Layanan Dan Kepercayaan Terhadap Loyalitas Konsumen Alfamart Di Kenjeran Surabaya

Riba, Rissa (2018) Pengaruh Bauran Pemasaran, Kualitas Layanan Dan Kepercayaan Terhadap Loyalitas Konsumen Alfamart Di Kenjeran Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Effect of marketing mix, quality and trust on consumer loyalty in services provided by Alfamart companies. If consumers make repeated purchases, then the action must be preceded by an evaluation of the quality of service and trust in consumer loyalty. Consumer loyalty is very important to maintain the quality and image of Alfamart so that consumers always make purchases for daily needs at Alfamart. This study was conducted to determine the effect of partial and simultaneous from the marketing mix, service quality, trust in Alfamart consumer loyalty in Kenjeran Surabaya. Respondents in this study were from 92 with the criteria that made purchases at Surabaya Kenjeran. The technique used in this research is Regression analysis technique, regression analysis according to Imam Ghozali (2013: 96) in addition to measuring the strength of the relationship between two or more variables, also shows the direction of the relationship between two or more variables, also shows the direction of the relationship between the dependent variable and independent . Based on testing and analysis, it can be concluded from the marketing mix, service quality, trust in Alfamart consumer loyalty in Kenjeran Surabaya. Whereas the marketing mix, quality, service, trust have a significant influence on Alfamart consumer loyalty in Kenjeran Surabaya. Keywords: Marketing Mix, Quality, consumer loyalty trust

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 08 Nov 2019 01:34
Last Modified: 08 Nov 2019 01:34
URI: http://eprints.perbanas.ac.id/id/eprint/5450

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