CD Tesis

Analisis Pengaruh Bauran Pemasaran Dan Faktor Budaya Terhadap Kepuasan Konsumen Dan Loyalitas Pelanggan Pada Konsumen Hijab Di Pekanbaru

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This study aims to determine the effect of marketing mix and cultural factors on customer satisfaction and loyalty among hijab consumers in Pekanbaru. The population of this research are the hijab consumers who buy and use hijab brands that have official outlets in Pekanbaru. Sample selection with purposive sampling method, and obtained as many as 150 people. Research data analyzed using path analysis.
The results of this study indicate that partially the product has a significant effect on customer satisfaction, price has a significant effect on customer satisfaction, promotion has a significant effect on customer satisfaction and cultural factors have a significant effect on customer satisfaction. While location does not affect consumer satisfaction. Consumer satisfaction is able to mediate products, prices, promotions and cultural factors on customer loyalty. But consumer satisfaction is not able to mediate Location of customer loyalty.


Key words : Marketing Mix, Cultural Factors, Consumer Satisfaction, Customer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0154)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xii, 108 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0154)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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