ANALISIS PENGARUH PRODUK, HARGA, TEMPAT, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PADA PERUSAHAAN PT POS INDONESIA CABANG KANTOR POS PLEMBURAN SLEMAN
DOI:
https://doi.org/10.30738/ed_en.v7i3.4584Keywords:
Product, Price, Place, Promotion, Customer LoyaltyAbstract
This study aims to determine the influence of Product, Price, Place, and Promotion on Customer Loyalty at PT Pos Indonesia, Plemburan Branch, Yogyakarta. The research employed a quantitative approach using a survey method through questionnaire distribution. The sampling technique used was accidental sampling, with a total of 80 respondents. The research instrument was developed using a Likert scale from 1 to 5, and the data were analyzed using multiple linear regression with the aid of SPSS software. The results showed that both partially and simultaneously, the variables of Product, Price, Place, and Promotion had a positive and significant influence on Customer Loyalty. Among the variables, Place had the most dominant influence. The Adjusted R Square value of 0.345 indicates that the four variables explain 34.5% of the variation in customer loyalty, while the remaining 65.5% is influenced by other variables not examined in this study. These findings provide important implications for company management in enhancing customer loyalty through more effective marketing mix strategies.
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Ardane, W. D., Bagus, I., Udayana, N., & Diansepti Maharani, B. (2021). The Effect of Utilitarian Value and Hedonic Value on Loyalty Through Satisfaction in Shopee’S E-Commerce (Case Study on Students of the Faculty of Economics, University of Sarjanawiyata Tamansiswa). Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2), 541–549. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Cahya, A. D., Putri, P. N., Pangesti, R. D., & Wahyuningsih, S. (2021). Effect Of Financial Performance, Business Risk, And Sales Growth On Capital Structure. Jurnal Riset Bisnis Dan Manajemen, 14(2), 92–100.
Cahyani, P. D., Susanto, & Nurullaila. (2021). The Effect of Brand Image, Product Quality and Consumer Satisfaction on Consumer Loyalty (Case Study of Bu Widodo’S Gudeg Restaurant in Wijilan). International Journal of Economics, Bussiness and Accounting Research (IJEBAR), 5(3), 1889–1900. https://jurnal.stie-aas.ac.id/index.php/IJEBAR%0A
Chairy, & Yantini. (2017). Pengaruh Harga dan Kualitas Produk terhadap Kepuasan dan Loyalitas Mahasiswa Fakultas Ekonomi Universitas Tarumanagara. Jurnal Manajemen, 15(2), 142-150.
Chandra, F. Y. T., Udayana, I. B. N., & Dwicahyani, P. (2021). The Effect Of Service Quality, Disconfirmation, Customer Satisfaction On Customer Loyalty On Naavagreen Beauty Clinicservices In Yogyakarta. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(4), 696–710. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Damayanti, C., & Wahyono. (2015). Pengaruh Kualitas Produk, Brand Image Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening. Management Analysis Journal, 4(3), 236–251. http://journal.unnes.ac.id/sju/index.php/maj
Hermuningsih, S., Kari, F., Rahmawati, A. D., & Prajnanta, F. (2024). the Role of Profitability As a Channel on Influencing the Effect of Macroeconomics on Stock Returns in the Indonesian Stock Exchange During the Covid-19 Pandemic. International Journal of Business and Society, 25(1), 242–259. https://doi.org/10.33736/ijbs.6909.2024
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2022). Has there been a Change in the Need for Additional Funds due to Covid 19? Influencing Factors. Jurnal Analisis Bisnis Ekonomi, 20(1), 65–74.
Hermuningsih, S., Sari, P. P., & Rahmawati, A. D. (2023). The Influence Of Foreign And Domestic Investors On The Price And Volume Of Stocks The Indonesian Stock Exchange: Testing January Effect. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 1(6), 755–777.
Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, Vol. 57 No, 1–22.
Kotler, P., & Armstrong, G. (2012). Prinsip-Prinsip Pemasaran (2nd ed.). Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
KPPU. (1984). Undang Undang Republik Indonesia Nomor 6 Tahun 1984. 1964.
Kristianto, A. D., & Wahyudi, T. A. (2019). Pengaruh Citra Merek, Persepsi Kualitas Produk dan Persepsi Harga Pada Kepuasan Pelanggan serta Dampaknya Terhadap Loyalitas Pelanggan. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(2), 117–126.
Kusdyah, I. (2012). Persepsi Harga, Persepsi Merek, Persepsi Nilai, Dan Keinginan Pembelian Ulang Jasa Clinic Kesehatan (Studi Kasus Erha Clinic Surabaya). Jurnal Manajemen Pemasaran, 7(1), 25–32.
Kusumawardhani, R., Rinofah, R., & Rukmana, D. (2021). Google trend and stock market: Does it matter? Journal of Innovation in Business and Economics, 5(02), 85–92.
Purnama, S. D. R., Herawati, J., & Kurniawan, I. S. (2019). Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Telkom Indonesia Wifi Corner Kotabaru Yogyakarta. Jurnal Manajemen Dewantara, 3(1), 171–180.
Purwana, D., Rahmi, & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/jpmm.001.1.01
Sari, I. P., Anindita, R., & Setyowati, P. B. (2018). Pengaruh Bauran Pemasaran (Produk, Harga, Tempat dan Promosi) Terhadap Kepuasan Pelanggan Berubah Menjadi Loyalitas Pelanggan Pada Coldplay Juice Soji. Habitat, 29(2), 57–64.
Shimp, T. A. (2003). Periklanan Promosi, Aspek Tambahan Komunikasi Pemasaran Terpadu. Erlangga.
Sugiarto, A., Susilawati, S., & Hidayat, R. (2021). Sistem Informasi Pendaftaran Pendampingan Legalisasi Produk Umkm Provinsi Banten Berbasis Web Menggunakan Metode Sdlc Pada Pkph Unma Banten. International Journal Mathla’ul Anwar of Halal Issues, 1(2), 64–70. https://doi.org/10.30653/ijma.202112.27
Tjiptono, F. (2017). Service Quality and Satisfaction (Edisi Kedu).
Udayana, I. B. N., & Farida, N. (2020). the Role of Customer Networking Capability Effectiveness in Enhancing the Salespeople’S Performance in Small and Medium Enterprises. ASEAN Marketing Journal, 12(1), 30–40. https://doi.org/10.21002/amj.v12i1.12889
Veradina, A., Mahsni, A. W., & Mawardi, M. C. (2018). Pengaruh Adanya Tempat Wisata Terhadap Kesejahteraan dan Pendapatan UKM Kecil Di Sekitar Tempat WIsata Desa Sananrejo, Kecamatan Turen Kabupaten Malang. E-JRA, 07(11), 1–12.
Widyatami, L. E., Wardani, D. K., & Wiguna, A. A. (2021). Competitive and comparative advantages analysis of organic rice farming in Sumberjambe sub-district Jember regency. IOP Conference Series: Earth and Environmental Science, 672(1). https://doi.org/10.1088/1755-1315/672/1/012029
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2024-09-04
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