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Pengaruh Marketing Mix Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Pada Produk Hydro Coco Di Kota Pekanbaru Dimoderasi Kepercayaan Pelanggan

Today's isotonic beverage industry competition demands every bank to survive well. Therefore every company is required to be able to increase customer satisfaction and customer loyalty, because both of these are important factors in determining success in the face of competition. Based on these problems, this study aims to analyze the Effect of Marketing Mix on Customer Satisfaction and Customer Loyalty on Hydro Coco Products in Pekanbaru City with Customer Trust Moderation.
This research was conducted on Consumer Hydro Coco Products in Pekanbaru City, the number of samples used was 145 people. Data collection techniques using questionnaires, and data analysis using SEM with WarPls version 3.0.
The results showed that: 1) There was an influence of marketing mix (product, price, promotion, and distribution) on customer satisfaction. 2) There is an influence of marketing mix (product, price, promotion, and distribution) on consumer loyalty. 3) there is an influence of consumer satisfaction on consumer loyalty. 4) Trust Moderates The relationship between customer satisfaction and loyalty.
Based on the results of the study, the Hydro Coco in Pekanbaru City must be able to overcome product, price, promotion and distribution problems, in order to increase consumer satisfaction and customer loyalty.
Key words : Product, Price, Promotion, Distribution, Consumer Satisfaction, Consumer Loyalty, and Hydro Coco Consumer Confidence in Pekanbaru City.

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 220 (0083)
10 03. 220 (0083)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 220 (0083)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xii, 150 hlm,; ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 220 (0083)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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