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Pengaruh Marketing Mix Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Pada Industri Perhotelan Bintang Tiga Di Kota Pekanbaru

This research was conducted at Three Star Hotel Pekanbaru City, Riau
Province. The purpose of this research is to find out and analyze the effect of
Marketing Mix (people, price, and product promotion) on customer satisfaction,
to know and analyze the effect of marketing mix (people, price, and product
promotion) on customer loyalty, to find out and analyze the effect customer
satisfaction on customer loyalty, to find out and analyze the effect of marketing
mix (people, price, and product promotion) on customer loyalty through customer
satisfaction.
The population in this study were all customers of the Three Star Hotel
Pekanbaru City. The sample in this study amounted to 105 people. Based on the
results of research and discussion that has been done, it can be concluded that
people have a significant influence on customer satisfaction at the Three Star
Hotel Pekanbaru City, price has a significant effect on customer satisfaction,
promotion has a significant effect on customer satisfaction, people have a
significant influence significant to customer loyalty, price has a significant effect
on customer loyalty, promotion has a significant effect on customer loyalty,
Customer satisfaction has a significant effect on customer loyalty, customer
satisfaction is able to mediate people's influence on customer loyalty, customer
satisfaction is unable to mediate the effect of price on customer loyalty, customer
satisfaction is able to mediate the effect of promotion on customer loyalty.
Keywords: Marketing Mix, Customer Satisfaction and Customer Loyalty.

Ketersediaan
#
Perpustakaan Universitas Riau 10 03. 220 (0048)
10 03. 220 (0048)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 220 (0048)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xii, 98 hlm,; ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 220 (0048)
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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