Pengaruh Variabel Bauran Pemasaran Jasa Terhadap Loyalitas Pelanggan Kartu Jempol (Studi Kasus Pada Kecamatan Kota Sumenep Kelurahan Pajagalan)

Ismanto, Andy (2008) Pengaruh Variabel Bauran Pemasaran Jasa Terhadap Loyalitas Pelanggan Kartu Jempol (Studi Kasus Pada Kecamatan Kota Sumenep Kelurahan Pajagalan). Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is a research of costumers behavior survey, which is conducted in Sumenep district, entitled ‘The Influence of Service Marketing Mix to the Loyalty of the Jempol Pre-Paid Costumer (A Case Study, Which Take a Place in Sumenep District; Pajagalan Village). This study was purposed to know the variable of the marketing mix that is consisted of; Product, Price, Distribution channel, Promotion, and Costumer service which are influencing the loyalty of the Jempol pre-paid costumer and identify the strongest influence of the variable. The term ‘Loyalty’ in this study is seen through two perspective; behavioral and attitude perspectives. This study took Jempol Pre-Paid product as the object of the study and used questioner as the instrument of the research. The respondents which was taken in this study were Jempol Pre-Paid costumer in Sumenep district; Pajagalan Village. The analysis instrument used was Doubled Linier Regression. The analysis and interpretation of the data were presented in the term of doubled linier regression by examination of the each hypothesis of the variable being studied. It is purposed to prove the existence of the correlation and the influent between free variable (X) through the tight variable (Y) in a unity. The result of the doubled linier regression proved that the most dominant of the all marketing mix variables, which were influence the costumers loyalty was Price. It was known by R square count or determination coefficient; the marketing mix variable which was consisted of product (X1), Price (X2), Distribution channel (X3), Promotion (X4), Costumer service (X5) were influencing 62.2 % to the loyalty variable, where the rest, 38.8 % would be influenced by others variables which were not discussed in this study. In order to develop the market strategy of the Excelcomindo Pratama ltd, it is needed to pay attention on costumers wish, so that the costumers will not change their loyalty to others telecommunication service provider. The company’s market strategy expert should take roles of decision in deciding whether they will defend the existing strategy or developing the strategy in order to make the costumers more interested in using Jempol Pre-paid and able to compete with the same type product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 09 May 2012 06:29
Last Modified: 09 May 2012 06:29
URI: http://eprints.umm.ac.id/id/eprint/4887

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